Consumer Decisions

Topics: Marriage, Decision making, Grocery store Pages: 10 (549 words) Published: June 22, 2015
Heather Stratton
Pamela Adams




Interviewing married couples can be fun, especially when
you interview a young couple and then an older couple.
When I say older, I mean, 15+ years marriage and over 40
years old. I created a response form for each interviewee
that lists five product categories: groceries, furniture,
appliances, vacations, and automobiles. Then I asked each
spouse to indicate, without consulting each other, whether
purchases in each category were made by joint or unilateral
decisions, and to indicate who really is the decision maker
or is it truly un-lateral. I compared each couple's
responses . 


Yo u n g C o u p l e

Older Couple

Unilateral decisions
Traditional values

Joint Decision
Less traditional, more easy
Enjoys shopping together
Decisions are made together

Although he made the
decisions, she went to the
grocery store and
purchased the product.


Yo u n g e r C o u p l e

Older Couple

Joint Decision
She decided on style, he
decided on price

Joint Decision
Both decided on style and

The research draws a clear distinction between
the motivations and attitudes of male and
male shoppers (Group). Younger males need more time to shop, where as actually shop for style.


Yo u n g e r C o u p l e

Older Couple

Joint decision
She decided on the type
(front loading washer), he
had final say on cost.
Budget was tight

Unilateral decision
Wife chose to purchase
Husband did not care about
brand or price
Very affluent


Yo u n g e r C o u p l e

Older Couple

Joint Decision
Traveling together so both
decided on destination
He approved how much to

Joint Decision
Traveling together so both
decided on destination
The did not care about cost
rather about length of time.
He ultimately chose the
length of time.


Yo u n g e r C o u p l e

Older Couple

Unilateral Decision
He made the decision to buy
a new car
She chose the style

Unilateral decision
They both bought their own


This project was not difficult in the sense that it was
mentally hard. What was difficult for me was to see the
pattern between the two. I was expecting the opposite
between the two, but sometimes that did not happen. Truly
consumer behavior is based on one consumer and not a
categorized consumer (i.e. a younger couple). All couples,
younger or older, are going to be different because two
people create a couple. Gender is a huge factor as well as
psychographic factors as well. In general, however, it was
noticeable that the older couple was just more easy going
with their purchases. To be honest, I did not expect that. I figure older people are more strict with their money, but
because they made considerably more than the younger
couple, they didn’t care. It was almost like they just wanted each other to be happy. In conclusion, learning consumer


Group, V. (n.d.). He Buys, She Shops. Retrieved from http://
Solomon, M. R. (2013). Consumer Behavior . Prentice Hall .

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