Influence of Family’s Attitude Towards Buying Decisions in Case of Durable Products

The present research study aims to examines the influence of family’s attitude in buying decisions in case of durables products. A family is a social unit in which all members are impacted by one another. Family relationships are stronger than those of any other group, and all members of the family act as a unified decision-making unit when purchasing durable goods. Research was conducted on a 100 people of Haryana, India. Findings of study reported that children take more participation in decision making. More than fifty per cent respondents reported that every family play role in decision making. Majority of the respondents do analysis before purchasing. Half of the respondents’ expensive product because they have worth it. Most of parents don’t prefer online shopping. In the majority of cases family head take the decision. Only one fourth of respondents reported that they purchase products after seeing advertising. For majority of respondents’ family culture, quality and EMI facility are important for purchasing in durable product. Nuclear family agreed more than family influence buying decisions rather than joint family.