Understanding the process that an individual consumer goes through when purchasing a product is essential for developing marketing strategy. Knowledge about the potential customer’s buying behavior will become the basis for many of the decisions in the specific marketing plan. Using the information from this chapter, you should be able to determine the following:

1. See Table 6.1. What type of decision making are your customers likely to use when purchasing your product?

2. Determine the evaluative criteria that your target market(s) would use when choosing among alternative brands.

3. Using Table 6.2, what types of family decision making,

if any, would your target market(s) use?

4. Identify the reference groups or subcultures that may influence your target market’s product selection.

Table 6.1:

Table 6.2

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Decision-Making Type Husband dominant Wife dominant Autonomic Syncratic Decision Maker Male head of household Female head of household Equally likely to be made by the husband or wife, but not by both Made jointly by husband and wife Types of Products Lawn mowers, hardware and tools, stereos, automobile parts Children's clothing, women's clothing, groceries, household furnishings Men's clothing, luggage, toys and games, sporting equipment, cameras Vacations, TVs, living room furniture, carpets, financial planning services, family cars