MKT 100 Lecture Notes - Lecture 56: Inflectional Phrase, Reference Group, Consumer Reports

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

Exhibit 5. 10 illustrates that the consumer decision process is infl uenced by psychological factors such as motivation, attitudes, perception, and learning that exist within the person. But the decision process is also infl uenced by the external, social environment, which consists of the customer"s family, reference groups, and culture. (see exhibit 5. 11. Family many purchase decisions are made about products or services that the entire family will consume or use. Thus, fi rms must consider how families make purchase decisions and understand how various family members might infl uence these decisions. When families make purchase decisions, they often consider the needs of all the family members. In choosing a restaurant, for example, all the family members may participate in the decision making. In other situations however, different members of the family may take on different roles. For example, the husband and teenage child may look through car magazines and consumer reports to search for information about a new car.