Course Hero 19

Course Hero 19 - purchasing agent, especially for food,...

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4. Distinguish between "family of orientation" and "family of procreation." The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. There are two families in the buyer’s life. The family of orientation consists of parents and siblings. From parents a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition, self-worth, and love. Even if buyer no longer interacts very much with their parents, their influence on behavior can be significant. Almost 40 % of families have auto insurance with the same company as the husband’s parents. A more direct influence on every day buying behavior is the family of procreation – namely, one’s spouse and children. In the United States, husband-wife involvement in purchases has traditionally varied widely by product category. The wife has usually acted as the family’s main
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Unformatted text preview: purchasing agent, especially for food, sundries, and staple clothing items. Now traditional purchasing roles are changing, and marketers would be wise to see both men and women as possible targets. For expensive products and services such as cars, vacations, or housing the vast majority of husbands and wives engage in joint decision-making. And marketers are realizing that women actually buy more technology than men do, but customer electronics stores have been slow to catch on to this fact. Some savvy electronics are starting to heed women’s complaints of being ignored, patronized, or offended by salespeople. RadioShack Corp., a 7,000-store chain, began actively recruiting female store managers so that now a woman manages about one of every seven stores....
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This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.

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