Question: Prepare as a Microsoft WORD file using APA style, maximum 4 pages, double-spaced using Times New Roman 12 font to include one page for the cover page and one page for references. Helpful graphics and tables to be placed in the body of the report.
Reference: Davis, Harry L. (1970), "Dimensions of Marital Roles in Consumer Decision Making," Journal of Marketing Research, 7 (May), 168-177.
Prepare and submit a paper on the topic of family decision making (Davis, 1970) by first reading Chapter Six on consumer behavior and Chapter 9 on segmentation, targeting and positioning, then detail the following in your report.
Interview members of two nuclear families (a.k.a. elementary family or conjugal family that is a family group consisting of two parents and one or more of their children) to find out the role* each member plays for the following three goods and services.
- Vacation.
- Family finances (e.g., budgeting, savings, investment, alternative financial services, bill payment, and credit usage).
- One major durable (e.g., TV, Video game console, refrigerator, washing machine, dryer, living room furniture, automobile, etc.).
Demographically profile each family member (education, occupation, age, approximate household income), specify whether the purchase is high or low involvement, the degree of retailer (store) and brand loyalty and whether the decision is Wife dominated, Husband dominated, Joint (equal or syncratic, where family members have an equal say) or Autonomic (solitary or unilateral where one member plays all five role as below).
*The five roles in the family decision-making process are:
Influencers-family member(s) who provide information to other members about a good or service.
Gatekeepers-family member(s) who control the flow of information about a good or service into the family.
Deciders-family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific good or service.
Buyers-family member(s) who make the actual purchase of the good or service.
Users-family member(s) who use or consume the good or service.
Please note that your report must include your findings and implications for marketers (i.e., what might they do with your findings to further their competitive advantage).