As Ruby's father's 50^thbirthday is fast approaching, Ruby and her two siblings, John and Jack, are determined to find the perfect gift for their dad. This birthday is a significant milestone and Ruby is feeling the pressure to make it special. After months of discussing options, including a travel voucher, an overseas holiday, tickets for front-row seats at the Harry Potter Musical in Melbourne, and even sky-diving, the siblings decided to purchase their dad a once-in-a-lifetime, all expenses paid shark-cage diving experience in regional South Australia.

 

There are five stages in the consumer decision making process. Explain how Ruby and her siblings would have progressed through these five stages in their decision towards purchasing the shark-cage diving experience for their dad. As part of your answer, you should discuss their likely level of involvement in this purchase, as well as the type of consumer buying decision that occurred. Finally, explain 1 cultural factor, 1 social factor, and 1 psychological factor that might have influenced Ruby's and her siblings' decision making process.