Final calip - 07-20-15

Married Couples - Consumer DecisionsAilina Calip

MKT 435July 20th 2015Maria Church

4 COUPLES2 couples married for

less than 5 years.

2 couples married 10+ years.

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 COUPLES

Shari Both Both Both Both Both 14 both

Ferbian Both Both Both Wife Husband 4 wife

Eve Both Wife Both Wife Husband 2 husband

Mel Both Both Both Wife Both

YOUNGER COUPLES

Lily Wife Both Husband Wife Husband 9 both

Ronnel Both Both Both Both Both 7 wife

Crystal Wife Both Both Husband Both 4 husband

Brandon Wife Wife Wife Wife Husband

Wife 3 2 1 5 0 11

Husband 0 0 1 1 4 6

Both 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