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. Almost 40 percent of families have auto insurance with the same company as the
husband’s parents