FAMILY The family is the most important consumer buying
organization in society, and family members constitute the most
influential primary reference group.
7
There are two families in the
buyer’s life. The family of orientation consists of parents and
siblings. From parents a person acquires an orientation toward
religion, politics, and economics and a sense of personal ambition,
self-worth, and love.
8
Even if the buyer no longer interacts very
much with his or her parents, parental influence on behavior can be
significant.