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Chapter 12

Chapter 12. Organizational and Household Decision Making. Organizational Buyers. Purchase goods and services on behalf of companies…. Organizational Purchasing. May involve many people Technically specified Risky: consequences and careers Personal Selling. Family. What is family?

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Chapter 12

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  1. Chapter 12 Organizational and Household Decision Making

  2. Organizational Buyers • Purchase goods and services on behalf of companies…

  3. Organizational Purchasing • May involve many people • Technically specified • Risky: consequences and careers • Personal Selling

  4. Family • What is family? • Traditional • 27 % of Families in 1990 Study were traditional • Your Aspirations? • Why does it matter? • Intergenerational Influences

  5. Family Life-Cycle • Family Composition • Maturity: Age

  6. Family Decision Making • Consensual (agreement of purchase) and accomodative purchase decisions (different preferences and priorities) • Conflict influenced by: • Interpersonal need • Product involvement • Responsibility • Power

  7. Family Decision Making • Gender Roles • Joint (Syncratic) • Autonomic • Sex-role stereotypes • Spousal resources (remember Rose and the compressor?) • Experience • SES: Middle-class make more joint decisions • Spouse Dominant

  8. Decision Making Roles • Initiator • Influencer (gatekeeper) • Decision Maker • Buyer • User • Caretaker

  9. Consumer Socialization Acquiring the skills, attitudes, and behaviors that allow us to function in the consumer marketplace

  10. Consumer Socialization • Observation • Verbal Interaction • Personal Experience

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