Consumer behavior has extremely large importance for today's marketing. Because of that a large amount of researches are directed on searching consumers that are important for different factors of consumer behavior. Factors of human behavior realize their influence to a greater or lesser extent depending on different culture, habits and customs as well as family and personal characteristics. Also, it depends on special factors that are not completely in control of marketers as studying, information processing, attitudes and behavior. Family is important factor which passes through life cycle as every individual consumer. Making family decisions function considerably different in regards to individual decisions. Especially, decisions are made commonly and every person has their special role and they will act accordingly with it. Roles in family can change depending on the subject of the purchase. Changes in family affects on creating marketing strategy. It's extremely important to make special concept of marketing for product and services intended for family needs. Changes in family affects on making marketing strategies. Thanks to good marketing those products find their way to their target groups and a large number of different offers is launched with family sign to emphasize their purpose. Every customer passes through purchase process and the same thing is with family. Marketers understand importance of researches on every single phase in making decisions for the best solution. Also, they understand their wishes and needs so they can find the best time for operations and launching their methods and campaigns.