Consumer markets and consumer behavior must be understood in order to formulate solid marketing plans. The family has a significant influence on the consumption behavior of its members and is the primary target market for most products and services. The family is the consumer unit that is crucial for studying consumer behavior for two reasons. First, the family is the unit of use and purchase for many consumer goods. Second, the family greatly influences the attitudes and behavior of individuals. The aim of this study is to determine and understand the effects of the family on the decision-making process for various key products and to identify who in the household influences family purchases. This study is unique in that no such research has been conducted to understand such an important area as the influence of the head of the household, husband and wife, and teenagers on product purchases in Orissa. The variation in influence for different products has highlighted an important area for the development of marketing strategies. Most of the study's findings confirm the typical behavior of Indian families.