Consumer socialization is the process by which children learn the skills, knowledge, and attitudes they use when they function as consumers making purchase decisions. Family also influences consumer behavior through the family life cycle. At each stage, the family has needs that drive purchasing decisions. Family decision making influences behavior. Individual family members may play a role in any stage of the purchase-decision process.
Marketers try to get more than one family member on their side for a purchase.
B. Opinion Leaders and Word of Mouth 1. Consumers often seek advice from people who are knowledgeable about the product. Opinion leaders are people who can influence the attitudes or behaviors of others. They are frequently among the first to try new goods or services. Opinion leaders are seen as objective and as specialists in a certain product or category.