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    Family Decision Making: and Consumption Related Roles

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    mithunsworld
    The document discusses family decision making and consumption related roles. It notes that the family is the basic consumer decision making unit and family members influence each other's consumer behavior. There may be one major decision maker or a group of decision makers that marketers try to influence. The document outlines eight roles in the family decision making process like influencer, decider, and disposer. It also discusses dynamics of husband-wife decision making and items children perceive influencing purchases like food, cinema, and computers. The document lists tactics children use to influence parents and how advertisers try to influence husbands, wives, and children.

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    Family Decision Making: and Consumption Related Roles

    Uploaded by

    mithunsworld
    34 views10 pages
    The document discusses family decision making and consumption related roles. It notes that the family is the basic consumer decision making unit and family members influence each other's consumer behavior. There may be one major decision maker or a group of decision makers that marketers try to influence. The document outlines eight roles in the family decision making process like influencer, decider, and disposer. It also discusses dynamics of husband-wife decision making and items children perceive influencing purchases like food, cinema, and computers. The document lists tactics children use to influence parents and how advertisers try to influence husbands, wives, and children.

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    Family 1

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    The document discusses family decision making and consumption related roles. It notes that the family is the basic consumer decision making unit and family members influence each other's consumer behavior. There may be one major decision maker or a group of decision makers that marketers try to influence. The document outlines eight roles in the family decision making process like influencer, decider, and disposer. It also discusses dynamics of husband-wife decision making and items children perceive influencing purchases like food, cinema, and computers. The document lists tactics children use to influence parents and how advertisers try to influence husbands, wives, and children.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    34 views10 pages

    Family Decision Making: and Consumption Related Roles

    Uploaded by

    mithunsworld
    The document discusses family decision making and consumption related roles. It notes that the family is the basic consumer decision making unit and family members influence each other's consumer behavior. There may be one major decision maker or a group of decision makers that marketers try to influence. The document outlines eight roles in the family decision making process like influencer, decider, and disposer. It also discusses dynamics of husband-wife decision making and items children perceive influencing purchases like food, cinema, and computers. The document lists tactics children use to influence parents and how advertisers try to influence husbands, wives, and children.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    Family Decision Making

    And Consumption Related Roles

    Mithun.M
    Family Decision Making
    Family is considered as the basic consumer decision
    making unit.
    The family is a major influence on the consumer
    behavior of its members.
    There may be either a major decision maker or a group
    of decision makers.
    Marketers examine the major decision maker and tries
    to influence them.
    The importance of the family or household unit
    in consumer behavior arises for two reasons:
    1. Many products are purchased by a family unit.
    2. Individuals’ buying decisions may be heavily
    influenced by other family members.
    Eight Roles In Family Decision
    Making Process
    Influencer : Provides information to others
    Gatekeeper: Control the flow of information
    Decider : Decide whether to buy or not
    Buyers : Who makes the actual purchase
    Preparers : Transforms the product for consumption
    Users : Who uses or consumes the product
    Maintainers : Service or Repairs the product
    Disposers : Initiates the disposal of a product
    Dynamics of Husband- Wife Decision making
    Husband Dominated

    Wife Dominated

    Joint

    Autonomic
    Items Children Perceive to Have
    Influenced while purchase
    Family Car 37
    Going Out 52
    Holiday Trip 63
    Foods 73
    Cinema 73
    School shoes 80
    Soft Drinks 80
    Computers 83
    Sweets 83
    Cds 84
    Trainers 88
    Casual Cloth 91
    0 10 20 30 40 50 60 70 80 90 100
    Tactics used by children to influence their
    parents
    Pressure tactics
    Upward tactics
    Exchange tactics
    Coalition tactics
    Ingratiating tactics
    Rational persuasion
    Inspirational appeals
    Consultation tactics
    Advertisers Influence
    Influencing Husband

    Influencing Wife

    Influencing children

    v
    10 yr Old Child Strategy To Influence
    Parental decision on Food Purchase
    Thank You

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