Buyer_Behaviour_Coursework

Buyer_Behaviour_Coursework - MKT2241 Buyer Behaviour...

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MKT2241 Buyer Behaviour Individual Coursework C h o o s e a n y t r a d i t i o n a l f a m i l y / h o u s e h o l d o f y o u r c h o i c e a n d , w i t h t h e i r c o n s e n t , e s t a b l i s h t h e c h o i c e s o f m o d e o f t r a n s p o r t b y f a m i l y m e m b e r s . C o n d u c t s o m e b a s i c i n t e r v i e w s w i t h s e l e c t e d m e m b e r s o f t h e f a m i l y t o c l a r i f y h o w t h e y t r a v e l , w i t h w h o m , w h e r e , w h e n , h o w o f t e n , a n d w h y . U s e t h e t h e o r i e s y o u l e a r n t i n t h i s c o u r s e t o e x p l a i n t h e c h o i c e s o f T r a n s p o r t a t i o n i n y o u r c a s e f a m i l y / h o u s e h o l d . Module Leader: Dr Simon Manyiwa Academic Group: Marketing Student Name: Stanislav Drapkin Student Number: M00175925
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T a b l e o f Co n t e n t s a) Introduction b) Family Profile a. Members and Culture b. Financial Status c. Neighborhood Profile c) Available Modes of Transport d) Reasons for Travel and Mode of Transport a. Work and Responsibilities b. Leisure e) Key Results From the Interviews f) Possible products to market to this specific type of family could include g) Conclusion
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a) Introduction The most challenging field in marketing is the understanding of the consumers. Buyer Behavior is an essential field in a marketer’s world because it reflects on the behavior of the consumers and the way that they make their purchasing decisions. This paper will analyze the behavior of a traditional nuclear family in their full nest 1 stage of the family life cycle and their decision making process on their mode of transport. It will focus on the reasons they travel, with whom, at what times, and how often. This particular field is greatly under examined, however, a very fascinating field in which, as I have learned, the consumer places great thought and emotion. The interview was conducted at the home of the George’s. Present during the interview was the husband John, his wife Diana, and their three month old baby boy Daniel. b) Family Profile A traditional nuclear family can be best understood when the terms are broken down. A traditional family is usually defined as a group of individuals living together who are related by marriage, blood, or adoption. A nuclear family is a type of traditional family that includes a mother, a father, and children of the couple. The stage of their family life cycle is full nest 1 which narrows the traditional family to suggest that the head of household is less than 45 years old, married and the youngest child is less than six years old. Traditional families in the full nest 1 stage of their family life cycle are generally in the market for toys, insurance policies, and household furniture.
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Buyer_Behaviour_Coursework - MKT2241 Buyer Behaviour...

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