
96 Services Marketing
Family
A family is a very close social group within which individuals interact regu-
larly. e members of a family share values, habits, lifestyles and so on. Rela-
tionships within a family are mutually inspiring, in uencing the life pattern
of each and every individual. e in uence of the family on the purchase
behaviour of an individual, therefore, cannot be overemphasized.
One of the significant cultural identities of India is its well-structured
family system. Indians prefer to be recognized as members of a family
rather than as individuals. A family reflects togetherness with love and
affection; concern for the ov ...