PRINCIPLES OF MARKETING Dersi Consumers and Consumer Behavior soru detayı:

CEVAP:

As family has been identified as the most important decision making and consumption unit, how a family makes decisions as a consumption unit has attracted the interest of marketers and marketing research over the years. Decision making roles tend to vary significantly upon the type of item purchased. The roles of spouses may take several different forms, here are the examples of the forms and product types:

• Autonomic. An equal number of decisions are made by each spouse but each decision is made by one or the other.
• Husband dominant. Purchase decisions are made mostly by husband.
• Wife dominant. Purchase decisions are made mostly by wife.
• Syncretic. Most decisions are made jointly by husband and wife.