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Using The Theory Of Consumer Behavior, Conduct Critical Analysis On The Decision Making Process

3791 words - 15 pages

1. IntroductionWith the dynamic environment, undoubtedly, each firm attempts to study and understand the consumer behavior due to businesses stay in business by attracting and retaining customers (Arnould, Price & Zinkhan, 2002, p6). As the basic consumer decision-making unit, family are most frequently examined by many marketers because decision making by family differs in many ways from decisions made by an individuals. According to Hawkins, Best, and Coney, the term of family decision making is the process by which decisions that directly or indirectly involve two or more family members are made (Hawkins, Best & Coney, 1998, p195). Generally, different motivations and different family life cycles will cause different decision making process. Meanwhile, with the dissimilar decision making process, the different members of family would play various roles and directly influence the result of decision.Therefore, many firms tend to study the roles of different members of family regarding the purchase. As same way, I am retained by the Toyota Company to design a study investigating how families make automobile purchase decisions. Following, along the progress of decision-making process, the different roles will be examined respectively. Besides, the influence of Chinese culture on decision making process also will be discussed late.2. The distinct roles in the family decision-making processAs a case, one family intends to buy a station wagon of Toyota recently. Undoubtedly, the purchase activity will experience series decision-making process due to the automobile is valuable equipment for the family. In the light of Neal, Quester, and Hawkins, consumer decision making process of high-purchase involvement consists of five stages, namely, problem recognition, information search, alternative evaluation, purchase, postpurchase activities (Neal, Quester & Hawkins, 1999, p1.16-1.18). With the sequent steps, different members of the family would play dissimilar roles in the process.2. 1 The brief background of the familyEach existing family must stay in a distinct stage of family life cycle (FLC) in particular period. FLC comprises the stages and sub-stages a person might go through between being young and single to being married to being old and perhaps unmarried (Murphy & Staples, 1979, p12-22). Generally, FLC involves five stages that consist of bachelorhood, honeymooners, parenthood, postparenthood, and dissolution (Schiffman & Kanuk, 2004, p358). As for this family in this case of study, it is nuclear family which stays in the stage of parenthood. There are three persons in the family. One is father, a common worker, his interesting is travel. One is mother, a typical housewife without working, her interesting is shopping and making outdoor party with friends. One is son, one seventeen year-old student of high school, his interesting is sport and journey, and his dream is traveling throughout the whole the world.2. 2 The roles in...

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