An Investigation Of The Relative Importance Of Mediators In Family Purchase Decision Making

📄 Project Abstract

In designing the marketing programme for a given target a manager is interested in the sensitivity of the buyers of the combination of satisfactions he puts together often called a product or service. It is even more important that the key decision maker or influencer is known if the marketing programme is to be effective. Often times however, this decision maker or influencer may hardly be known thus leading to a buyer-product mismatch and non attainment of the marketing objectives. In the case of family purchase decisions it is important that the marketer knows which family member influences the decision to buy his product or service most. Studies (Davies (1965; 1970) to lately Corfrnan (1987), Foxman et al (1989), Childer's and Rao (1992), Alba et al (1994), and Beatty and Talpade (1994) have narrowed down the key decision maker in family the husband and wife. But even between the duo the distribution of such power over family purchases varies from on household to the other. This re...