The Famo..

According to Kotler et al family directly influence the decisions that a buyer makes. Therefore, it appears important that marketers target and consider the different types of family that are active consumers. For example, in the UK there is an increase in step- families which could suggest that there is a lot of money being spent on the children in those families to counter-act any hardship faced by them due to joining with another family. Therefore, a product marketed with the concept that the child would love it, or was heavily branded with the likes of the latest fad such as High School Musical would be more likely to be purchased with ''guilt money'' due to the perceived pleasure of the child receiving it.

In the current financial climate, many family's buying behaviour may have changed with the emphasis being on greater value for their money. This could see a greater purchase increase in supermarkets own branded products, for example, a low involvement product such as buying Heinz baked beans could easily subsitituted for an own brand alternative saving a few pennies per tin. The decision to do so may be affected by the role of the individual in the family and their decision making. Field (1969) identified three dimensions which determine the influences of the husband, wife and child in decision making: discernment - technical know how, price- who pays and satisfaction - who uses it. In terms of purchases for children, it will be their satisfaction which is paramount to the parents. Therefore, if a product can be marketed as value for money and of great satisfaction to the child (i.e a brand) it should be able to succeed in a competitive market.

However, it is not only toys that children can influence the decision for. As they are big TV viewers, they are exposed to a variety of ads which can enchance their ability to influence their parents purchase decision.

However some argue its ''the wife'' who makes the decisions...