Married Couples - Consumer Decisions Ailina Calip MKT 435 July 20th 2015 Maria Church
GROCERY DECISIONS
• 2 wives suggested that both, husband and wife make grocery decisions, which happen to be the couple married longer. While 2 wives suggested that they are responsible for grocery shopping, the couple married for less time.
• 3 out 4 husbands say that both, husband and wife make grocery decisions and one husband says the wife makes the grocery decisions.
FURNITURE DECISIONS
• Through my interviews majority of the couples made furniture decisions together.
• One husband, from a younger couple, says his wife makes the decisions.
• One wife, from an older couple, says she makes the decision.
APPLIANCE DECISIONS
• Through my interviews 6 out of the 8 individuals interviews said they make appliance decisions together.
• One husband, from a younger couple, suggested that his wife makes the appliance decisions.
• One wife, from a younger couple, suggested that her husband makes the appliance decisions.
VACATION DECISIONS
• 5 out of 8 of the individuals interviews said that the wife made the vacation decisions.
• One wife, from an older couple, said they make the decision together.
• One husband, from a younger couple said they both make the decision.
• One wife, from a younger couple, said the husband makes the decision.
AUTOMOBILE DECISIONS
• Interestingly enough 8 out of 8 of the people interview did not suggest that the wife will solely make an automobile decision.
• 4 people suggested they will make the decision together.
• 4 people suggested the husband will make the decision.
OLDER COUPLES VS. YOUNGER COUPLES
• Based on my interviews the older couple makes more decisions together. Between the 2 couples, 4 peoples responses; 14 responses were made with both.
• However, only 2 responses were used for the husband making the decisions… for an automobile.
• With the younger couples, there were more varied responses. 9 responses were used with both, 7 responses with wife and 4 responses with the husband
COUPLES RESEARCH DATA
Grocery Furniture Appliances Vacations Automobile
TOTAL
OLDER COUPLESShari Both Both Both Both Both 14 bothFerbian Both Both Both Wife Husband 4 wifeEve Both Wife Both Wife Husband 2 husbandMel Both Both Both Wife BothYOUNGER COUPLESLily Wife Both Husband Wife Husband 9 bothRonnel Both Both Both Both Both 7 wifeCrystal Wife Both Both Husband Both 4 husbandBrandon Wife Wife Wife Wife Husband
Wife 3 2 1 5 0 11Husband 0 0 1 1 4 6Both 5 6 6 2 4 23
CONSUMER DECISION MAKING
• Understanding who makes particular decisions allows for easier target marketing decisions as well as targeting sales techniques to who makes the decisions on particular family purchases.
• Based on how families make decisions plays a large part on how things are consumed in particular target markets.
REFERENCES
• Hawkins, D. (2007). Consumer Behavior (10th ed. ed.). New York, NY: McGraw-Hill/Irwin.
• Sirgy, J. (2015). Consumer Behavior. Retrieved July 20, 2015, from http://catalog.flatworldknowledge.com/bookhub/reader/8111?e=sirgy_1_0-ch12_s03