Consumer Decisions

Topics: Marriage, Decision making, Grocery store Pages: 10 (549 words) Published: June 22, 2015
CONSUMER DECISIONS
Heather Stratton
MKT/435
Pamela Adams
3/2/15

TABLE OF CONTENTS

Introduction
Groceries
Furniture
Appliances
Vacations
Automobiles
Conclusion
References

INTRODUCTION

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 . 

GROCERIES

Yo u n g C o u p l e

Older Couple

Unilateral decisions
Traditional values

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

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

FURNITURE

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

Older Couple

Joint Decision
She decided on style, he
decided on price
Extravagant

Joint Decision
Both decided on style and
price.
Practical

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.

APPLIANCES

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
dishwasher.
Husband did not care about
brand or price
Very affluent

VACATIONS

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
spend

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.

AUTOMOBILES

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
car

CONCLUSION

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

REFERENCES

Group, V. (n.d.). He Buys, She Shops. Retrieved from http:// www.wharton.upenn.edu/bakerretail/files/He_Buys_She_Sho
ps_fall_2007_exec_summary.pdf
Solomon, M. R. (2013). Consumer Behavior . Prentice Hall .
 
 

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