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Purchasing Behaviour

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“ Intergenerational influences are likely to differ across cultural settings that represent different family types, depending on how many family members are available to exercise an influence on the individual and on how strongly the individual identifies with family members” (Childers & Rao, 1992, p. 199). The influence of family on purchasing decisions is declining in the current world because of the weak relationships within the family members. Large family concepts have been given way for nuclear families. Moreover, most of the parents at present are more particular about their careers rather than the future of their children.

They are getting less time to even interact with the children because of their professional engagements. Thus the current children forced to take advice from society or peers where they interact more freely to take their purchasing decisions. Social influence in purchasingSociety is another reference group that can influence a person in his/her purchasing decisions. Cocanongher and Bruce found that socially distant reference groups can influence consumers if consumers hold favorable attitudes toward the members or activities of that group. (Bearden& Etzel, 1982, p. 184) Mahatma Gandhi is a person who has an immense influence on the people of India because of the successful freedom struggle he has conducted against the British.

He and his party members (Indian National Congress) have used only cheap cotton (Khadi) dresses and inspired many Indians to use such clothes. Even now, after around 52 years of independence, Many Indians are wearing Khadi clothes. The individual's need for social approval is a big factor in making purchasing decisions (Bearden& Etzel, 1982, p. 184). I have recently purchased a car that was greatly influenced by the need for social acceptance.

My old car was an outdated one and it was not possible for me to command the respect and recognition from the society with that car. My friends quite often joked at me with respect to the condition of my old car which forced me to think in terms of purchasing a new one even though I was satisfied with the old one. Most of the people around me have got luxury cars which forced me to purchase a luxury car in order to capture social recognition.

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