MKT301 Consumer Behaviour

0 Download3 Pages / 653 Words

Course Code: MKT301
University: University Of Kent
Country: United Kingdom

Questions:-

Explain the family decision making process. In your opinion, is social influence within families a concept that is going to follow on through generations? Using the example of your favourite car brand, how do you think the family decision making process is implemented?

Answers :-

Consumer behavior-Family Decision making Process

The paper will help in evaluating the formation of family decision-making procedure. The decision gets influenced by various factors like beliefs perception, choices, and behaviors of people regarding that particular product.

The family decision-making process

Decision-making is generally a term which is used for describing the procedure with the help of which families make various choices, determine judgments as well as comes to a particular conclusion that guides behaviors (Tong et al., 2016).

The decisions with the families can be effectively classified as:

Instrumental
Affective
Social
Economic
Technical

This procedure is reflected in the communication activity of the family members and it rests on the development and making of meaning. There are a number of ways used by families in order to reach a particular decision (Laidsaar-Powell et al., 2017). Fewer of the families use a habitual procedure which is regularly used by them in order to make effective decisions regarding particular choices.

Social influence within families

Social influence critically occurs when a person’s behavior, emotions or opinions are affected by that of the other people (Kon et al., 2016).
Social influence is considered a concept that is going to follow on through generations as there exists a mutual trust among the family members (Koropp et al., 2014).

There are three broad categories of social influence, they are:

Compliance
Identification
Internalization

These three broad categories critically generate great impact on the decisions made by the family members and are going to be followed by generations.

Compliance

It is when people decide to agree with the views of other people but also they keep their dissenting opinions private. This influences the behaviors and the decisions of the other people (Berenson et al., 2014).

Identification

This occurs when the people are effectively influenced by someone who is respected or liked such as the celebrity among the family members. This also keeps continuing for generations and affects the decision-making process (Laidsaar-Powell et al., 2016).

Internalization

It is when people critically accept the values, beliefs or the behaviors of people and agrees to it both publicly and privately (Milte et al., 2015). This helps in influencing the choices made by the different family members and will be followed on through generations.

Example of favorite car brand reflecting implementation of a family decision-making process

The example of favorite car Honda City will help in evaluating the family decision-making process. The father is considered as the decision-maker in the family since he is going to pay the entire purchase amount for the car.
The reason behind the selection of this model is that the car is big and will provide a comfortable journey for the family.
The decision has been formulated getting opinions and reviews from few of the family members.

Belief and perception are also considered as the vital aspect of making the final decision for the product (Puts et al., 2017).
The sales person and son critically plays the role of an influencer in order to purchase the product.
There are few of other factors like the perception and reviews provided by different consumers which help in the evaluation of the decision-making process regarding the purchasing of the car.
The presentation reflects the various roles played by different family members in formulating the decision-making process. The roles are divided as a user, influencer, purchaser, gatekeeper an information gatherer. The paper also reflects the social influence that will be followed through generations.

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