The decision making is also influenced by life style of family which has been discussed to a certain extent in the section on socialization of family members but there are certain other aspects of life style which influences consumption behaviour. The consumption of many products depends upon the life style of the family which in turn is influenced by income, education, profession of members and their culture. For instance, in India persons below the poverty line and poor persons which fall in low income group have different life style than persons in higher income groups.
Consumption habits are very much influenced by family life style. A poor family preferences are food, clothing and shelter i.e. ‘Roti, Kapra and Makan’. But there are others for whom AC, big car or at least a car, posh house has become a necessity. Lifestyle is also influenced by profession. For a doctor an automobile, mobile phone and AC in the clinic is necessary. A modern consultant should own a PC, Fax, e-mail or other gadgets.
An office of any sizeable consultant should also have photocopy machine and he must subscribe to the journals and magazines of his profession. A modern housewife who works in an office must have kitchen aids like dishwasher and microwave oven in the west and maid servant in India.
In the States, Europe or Japan family servants and drivers are rarely found but in India full or part-time servant to clean the utensils and house is a life style of even middle class families and full time domestic servants are engaged by high income families who also often engage drivers; separate car for each family member. Holiday and vacations is becoming part of life style for rich and availing leave travel concessions for government servants, banks employees and those working in big companies.
For some upper class families’ idealing their time in gossiping, playing cards, going to the clubs and drinking is the life style while for others going to the temple, listen to discourses, attending bhajans, kirtans, is a life style. These factors play an important role in decision making of the family. A person who is in top bracket will buy well known branded products.
The price is not a criteria, actually they will buy costly cars, garments, and jewellery. They will visit posh hotels, will visit costliest medical practitioner for treatment and when need hospitalization will prefer private hospitals like Apollo with five star hotel comforts. If admission is no problem, they will put their children in best schools and colleges.
If they are not admitted on merit they will pay hafty donations to schools, colleges and professional institutes where 15 percent seats are at management discretion. They feel that high price hall mark of quality is point to boast. But middle class family will select government hospitals and colleges and schools where merit is the criteria for admission.
This class has no time and money for vacations and their ladies either do domestic work or are employed in offices. They have simple house and furniture and give more preference to utility in decision making than to fashion. Since they are not able to afford expensive articles the preference in decision making is on quality, durability but they do not ignore brands and look for discount sales and free samples which is becoming trend in Indian marketing.