ACTIVITY 5

MG642 Consumer Behavior

Lesson 5: Consumers as Decision Makers

Activity 5: It Takes a Family

Interview a family about a recent purchase that involved and/or affected the entire family. Interview each family member separately so that you can identify family decision-making patterns and any conflicts that might have occurred. In your response, consider all of the factors discussed in Assignment #5, using the process outlined below. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (100 points) (A 4-page analysis is required.)

Part A Describe the family you interviewed in terms of composition, names, ages, etc.

Part B Give an overview of the decision that they faced.

Part C Analyze the decision process itself including the following factors.

1. Family Life Cycle

2. Family Memberships (type of family)

3. Gender Role Expectations

4. Spousal Resources

5. Purchase Experience of Family Members

6. Socioeconomic Status

7. Family Communication Patterns (authoritarian or modern)

8. Influence from Children

9. Type of Mothering Style

10. Purchase Involvement among Family Members

11. Responsibility Assigned Regarding Purchase or Product Care

12. Power Distribution Among Family Members

Part D Discuss the resolution of conflicts, if any. If no conflicts occurred, then discuss why no conflicts occurred.