Family decision makingis the process by which decisions that directly or indirectly involve
two or more family members are made. Decision making by a group such as a family differs
in many ways from decisions made by an individual. Consider the purchase of a breakfast
cereal that children, and perhaps the adults, will consume. Who recognizes the need for the
product? How is a type and brand selected? Does everyone consider the same attributes?
A parent typically makes the actual purchase;does that mean that the parent also makes
the choice? Or is the choice made by the children, the other parent, or some combination?
Which parents are involved, and how does this change across products and over time? How
does it differ by stage in the household life cycle