This paper describes the definition of the family as well as its role and how it influences consumer behavior and his purchasing decisions. The family is a social group consisting of members of people close to us, and this paper will describe how they affect the consumer. The paper will mention the age and size of the family, more precisely the age difference between men and women. As for the size of the family, it will describe what families with children look like and the number of children in the family. The paper covers changes and ways of life in the family and, accordingly, describes consumer consumption. The paper also mentions the marketing strategy and its importance for meeting the needs of each family member. The social position and behavior of consumers and the measurement of social class as well as income in accordance with social status were mentioned. The paper mentions children as consumers and shows their awareness and behavior about consumption at different ages. The influence of the child on his parent in making decisions is described. The paper also describes the impact of television on children as emerging consumers and socialization in terms of gender roles as well as the division of children into three markets. The paper also describes the teen market. At the end of the paper the divisions of age groups by generations are described as well as the gray market and segments of the elderly