Jul 022012
 


Consumers often play different roles within a family (or household) decision making unit. Your task in this activity is to identify who might be involved in the decisions below and what role that they may play in that decision.

To get you started, an example has been provided for you.

 

ACTIVITY/TASK

Purchase Decision

Christmas presents for the kids

Possible Players and Roles

Explanation

  • Kids = Influencers

 

  • The kids write their ‘Santa lists’ requesting (influencing) their presents for Xmas
  • Both parents and kids = Information gatherer

 

  • The older kids surf the net regarding what particular toy type and where available (information gatherer)
  • The parents review store catalogs and note prices (information gatherer)
  • Parents together = Decision maker
  •  Parents jointly decide what to buy for kids (decider)
  • One parent = Purchaser
  •  One parent goes to the store and buys some of items on agreed list – also sees a few good deals and buys them as well (purchaser)
  • Kids = User
  • Kids gets toys/gifts at Christmas (user)
  • Kids = Initiator (of next purchase)
  •  Kids now want extra accessories for their new toys/gifts (initiating next purchase)

Purchase Decision

Possible Players and Roles

Explanation

A new family car   
The weekly groceries at the supermarket   
An overnight movie rental

 

QUESTIONS

  1. Start by completing the above table for the remaining three product purchase decisions.
  2. Do you think it is important that firms need to understand the various roles in the family decision making process? Why?
  3. Outline, with some examples, how this knowledge/understanding would influence a firm’s marketing activities.

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