Consumer behavior and marketing are two concepts inseparable from each other. It represents the relationship between cognition, feelings, behavior and the environment in which the behavior is manifested. Consumer behavior is subject to change, regardless of whether it concerns individuals, groups or the entire society. It is influenced by many factors, therefore changes in the circumstances in which products are purchased, consumed or disposed of encourage different behaviors. Business entities try to additionally acquaint consumers with the fact that their products have multiple purposes and functions, which explains how consumers need to be taught in which situations a particular product can be used. Such activities of the company will consequently enrich the existing knowledge of the consumer about the product, reduce the consumer's perception of purchase risk and strengthen his consumer confidence and willingness to buy the same products. The family represents a basic social group, connected by kinship, which is based on marriage and the common life of a close circle of relatives, that is, parents who take care of children (own or adopted) and raise them. The continuous aging and development of society create trends that have an impact on the behavior of family members who are involved in the purchase decision process. One of the most significant trends is the change in the role of women in the family, the later entry of couples into a marriage union, and the decline in natural population growth, which consequently affects the overall aging of society.