Role of family members in the purchase of television Dr. Manoharan Padmaja K., Dr. Vijayalakshmi R. *Associate Professor and Head of the Department, Department of Commerce, PSGR Krishnammal College for Women, Coimbatore - 641004, Tamilnadu, India Abstract Only by gaining a deep and comprehensive understanding of buyer behaviour, the marketing goals can be realized. Studies on family influence have revealed that a number of family members may be involved in the decision to purchase durable products. Family should be considered as a decision making unit and a buying center for recognizing product needs, obtaining information, evaluating product features and finally deciding on product selection. There are five distinct roles in a family buying decision process. They are- Initiator, Influencer, Decider, Buyer and User. Individual members of families often serve different roles in decisions that ultimately draw on shared family resources. The amount of influence exerted by the husband, wife and children will vary, depending on the stage of the decision process. This study will determine the dynamics of family decision making, in which family members are involved, the roles they play and the member who has the major influence in the purchase of the selected product under study namely, Television. The primary objective of this study is to explore the roles performed by the family members in the decision making process and to ascertain the transmission of authority, if any, in the family decision making while buying a television. Data has been collected from 200 respondents using a pre-structured questionnaire. Percentage analysis and Chi-square test have been applied to analyse the information gathered. The result depicts more of joint decision making during the various stages of buying a television. Top Keywords Buyer Behaviour, Decision Making Process, Durable Product, Family Influence, Role of Family Members in buying. Top |