Reference Group Influence

In this activity, you will assess the extent of group influence across various purchase decisions. Listed below is a series of situations that you may be exposed to. Your task is to determine, given the particular situations, what you are most likely to do.



What would be your response (if any) to the following situations/comments?

  1. Several of your
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The Family Life Cycle (FLC)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be discussed in pairs, or in small groups of students.
Student audience: This exercise is more suitable for students of introductory marketing students studying consumer behavior or marketing strategy.
Exercise time: The exercise time should be around 10 minutes, plus any additional time for an overall class discussion.… See the full activity...

Household Decision Making Roles

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.



Purchase Decision = Christmas presents for the kidsSee the full activity...