Family

Family is important to most people and is normally classed as one of the biggest, if not the biggest and most important value. A family could be described differently as a Nuclear family, Extended family etc.

Nuclear Family - father, mother & children who live together
Extended Family - nuclear family plus other relatives such as grandparents, aunts etc.
Family of Orientation - the family you are born into
Family of Procreation - the family founded through marriage



The whole family plays a huge part in most purchasing decisions, such as moving homes. The biggest decisions most often are done as a family, for example planning a family holiday every member of the family would get a chance to say where they want to go and all have to agree before the holiday can be booked. Businesses have to createsomething for everyone for example if the children want to go to a place with water slides and roller costers the parents would want a place to themself so businesses will have to creat something for all.



Field (1969) identified three dimensions to determine relative influences of husband, wife, child -
discernment or technical know how
price - expensiveness - who pays
satisfaction - who uses

The advert above is a great choice for a holiday for kids because they have all the freedom they want in the water what everthey want. However it doesn't look like theres much for the parents to enjoy except watching their kids jumping in the water and having a good time (what else cold they ask for?).



This advert is pefect for the family as it gives the family the chance to pick the kind of holiday they want which the whole family can enjoy, its like creating your own perfect holiday like the ad suggests.

It is said that 80% of UK purchasing decisions are made by women but 83% of 'creatives' are men. This basically means that women make decisions which may benefit the whole family but aren't very fun such as buying a 7 seater car for the family instead of buying a sports car like the husband would want.



This is what the purchasing of a family would look like generally, the wife would want things that would benefit the whole family such as a dishwasher and the husband and children would want things that would benefit them such as a colour TV and games consoles.