Making purchasing decisions is a complex process that occurs in the everyday lives of consumers, influenced by various personal, social and psychological factors. The role of the family plays a significant part in shaping individual consumer behavior. Family impacts personal characteristics, attitudes, values and other traits of the individual, as well as the actual purchasing process. Households act as intermediaries between the broader social environment and individual but can also have an indirect influence on consumer desires, attitudes, and motivations. Family also has a direct impact on the different stages of the buying process and the actual purchase of products. Furthermore, family provides emotional, financial, and educational support to their members. Over time, the roles of men and women within families have changed, particularly the increasing importance and prominence of women in modern times. The aim of this research is to examine the influence of the family on purchase decisionmaking, including family shopping, the need for assistance or advice regarding specific products, and identifying the family member who is crucial in decision-making and expressing opinions. This study seeks to gain a better understanding of how family roles affect purchase decision-making and which family members consumers most often involve in this process. By analyzing these factors, the research will provide valuable insights into the interaction between family roles and purchase decision-making, contributing to a better understanding of consumer behavior within the family context