Page 145 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 3. Do you think emotions play a role in family purchases? Justify your answer with the help
of suitable examples.
4. "Husband and wife are more likely to take joint decision during early stages of family life
cycle". Explain the rationale behind this.
5. Analyse the importance of consumer socialisation of children. What do you think will
happen if it is not done adequately?
6. Which types of parents are better, democratic or permissive? Justify the reasons for your
choice.
7. Examine the relevance of family life cycle for marketers.

8. Discuss the nature of family decision-making.
9. Write a note on husband-wife influences in family decision-making.
10. Identify the products and services for which:

(a) Husband is likely to make a purchase decision
(b) Wife is likely to make a purchase decision
(c) Child is likely to make a purchase decision
(d) Joint purchase decision is taken

Answers: Self Assessment

1. bachelor 2. solitary survivor

3. 6 to 12 4. influencer
5. autonomous 6. matriarchal
7. Neglecting 8. Permissive
9. authoritarian 10. consumer socialisation

10.10 Further Readings

Books Batra, Satish K and Kazmi, S H H, Consumer Behaviour, Excel Books, New Delhi.
Hawkins, D.L & Best, Roger, Consumer Behaviour – Building Marketing Strategy,
McGraw Hill, Indian Edition, New Delhi.

Online links www.consumerpsychologist.com/cb_Group_Influences.html
http://www.sykronix.com/tsoc/courses/cb/cb_grp.htm
http://www.management-hub.com/marketing-consumer-behavior.html
http://findarticles.com/p/articles/mi_hb6167/is_1_8/ai_n29153589/

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