AN APPRAISAL OF FAMILY DECISION MAKING AND PURCHASE ROLES A CASE STUDY OF NESTLE PLC


AN APPRAISAL OF FAMILY DECISION MAKING AND PURCHASE ROLES A CASE STUDY OF NESTLE PLC

ABSTRACT

    The research proffers an appraisal of family decision-making and purchase role. Understanding the family as a market segment and its decision and purchase role is significant to adopting appropriate marketing strategies and products to meet the need and demands of the family.

    The research elucidates the nature of the family and its decision and purchase roles it provides a case study of family decision making and purchase roles in Nestle Plc.

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

    A family is a group of two or more persons related by blood, marriage, or adoption who reside together. There are two main types of family, nuclear and extended family. The nuclear family is the immediate group of father mother and children living together. The extended family includes the nuclear family plus other relatives such as grandparents, uncles and aunts, cousins, and in-laws. The family into which one is born is called the family of orientation, whereas the one established by marriage is the family of procreation. Household is another term frequently used by marketers when describing consumer behavior. Household differs from family, in that household describe all the persons both related and unrelated who occupy a housing unit. Families have higher median incomes than do households because of the greater number of employed individuals in families. For both families and households, the four structural variables that impact purchasing decisions most and that are therefore of primary interest to marketers are the age of head of household or family, marital status, presence of children, and employment status. However, the way families make decisions can be better understood by consulting sociological dimensions such as cohesion, adaptability, and communication.

    Family decision-making is the process by which decisions that directly or indirectly involve two or more family members are made. Decision-making by a group such as family members differs in many ways from decisions made by an individual.

    Family purchases are often compared to organizational buying decisions, while this can produce useful insight, it fails to capture the essence of family decision-making. Organizations have relatively objective criteria such as profit maximization that guide purchase. Families have such explicit, overarching goods.

Most importantly many families purchase are inherently emotional and affect the relationships between the family members. The process families use to make purchase decisions and the outcomes of those processes have important impacts on the well-being of the individual family members and the family itself. Thus while family decision-making has some things in common with organizational decision making it is not the same.

1.2    STATEMENT OF THE PROBLEM

    Formulating an effective marketing strategy for most consumer products requires a thorough understanding of the family decision-making process in the selected target marketers with respect to that product. It is pertinent to discover which family members are involved at each stage of the decision process, determine what their motivations and interest are, and then develop a marketing strategy that will meet the needs of each participant.

    However many organizations do not endeavor to appraise the family decision-making process in the selected target market regarding the organization's product. They do not endeavor to determine which family members are involved at each stage of the decision process neither do they know what their motivations and interest are.

    Therefore the problem confronting this research is to appraise family decision-making and purchase roles with a case study of Nestle Plc.

1.3    RESEARCH QUESTION

1. What is the nature of family decision-making?

2.    What is the nature of family purchase roles?

3.    What is the nature of family decision-making and purchase roles in Nestle Plc?

1.4    OBJECTIVE OF THE STUDY

1. To determine the nature of family decision-making.

2.    To determine the nature of family purchase roles.

3.    To appraise the nature of family decision-making and purchase roles in Nestle Plc.

1.5    SIGNIFICANCE OF TE STUDY

    The study shall provide a structural appraisal of the nature of family decision-making and purchase role with a case study of Nestle Plc. It shall also serve as a source of information to managers and other professionals.

1.6    STATEMENT OF HYPOTHESIS

1. Ho level of family patronage in Nestle plc is low.

Hi, the level of family patronage in Nestle plc is high.

2.    Ho family decision making and purchase role is not given significant attention in Nestle plc.

Hi, family decision-making and purchase role are given significant attention in     Nestle plc.

3.    Ho the impact of family decision making and purchase role in Nestle plc is low.

Hi, the impact of family decision-making and purchase role in Nestle plc is high.

1.7    SCOPE OF THE STUDY

    The study focuses on the appraisal of family decision-making and purchase roles with a case study of Nestle plc.

1.8    DEFINITION OF TERMS

FAMILY DEFINED: A family is a group of two or more persons related by blood, marriage, or adoption who reside together.

FAMILY DECISION MAKING: Family decision-making is the process by which decisions that directly or indirectly involve two or more family members are made.

DECISION MAKER: The person who makes the final decisions, of course, a joint decision is likely to occur.

INITIATOR: The family member who first recognizes a need or starts the purchase process.

INFORMATION GATHERER: The individual who has expertise and interest in a particular purchase.

INFLUENCER: The person, who influences the alternatives, evaluated the criteria considered and the final choice.

REFERENCES

David. Land Albert .J. (2002) Consumer Behavior, New Delhi

Del. I. H, Roger .J. and Kenneth .A. (2011) Consumer Behavior Building Marketing Strategy New York

Eric. A Linda. P, and George. Z (2002) Consumer; New York Mcgraw Hill

James F.E, Roger D.B and Paul W.M (1990) Consumer Behavior USA, The Dryden Press

.

AN APPRAISAL OF FAMILY DECISION MAKING AND PURCHASE ROLES A CASE STUDY OF NESTLE PLC



TYPE IN YOUR TOPIC AND CLICK SEARCH.




TESTIMONIES FROM OUR CLIENTS


Please feel free to carefully review some written and captured responses from our satisfied clients.

  • "Exceptionally outstanding. Highly recommend for all who wish to have effective and excellent project defence. Easily Accessable, Affordable, Effective and effective."

    Debby Henry George, Massachusetts Institute of Technology (MIT), Cambridge, USA.
  • "I saw this website on facebook page and I did not even bother since I was in a hurry to complete my project. But I am totally amazed that when I visited the website and saw the topic I was looking for and I decided to give a try and now I have received it within an hour after ordering the material. Am grateful guys!"

    Hilary Yusuf, United States International University Africa, Nairobi, Kenya.
  • "Researchwap.com is a website I recommend to all student and researchers within and outside the country. The web owners are doing great job and I appreciate them for that. Once again, thank you very much "researchwap.com" and God bless you and your business! ."

    Debby Henry George, Massachusetts Institute of Technology (MIT), Cambridge, USA.
  • "I love what you guys are doing, your material guided me well through my research. Thank you for helping me achieve academic success."

    Sampson, University of Nigeria, Nsukka.
  • "researchwap.com is God-sent! I got good grades in my seminar and project with the help of your service, thank you soooooo much."

    Cynthia, Akwa Ibom State University .
  • "Great User Experience, Nice flows and Superb functionalities.The app is indeed a great tech innovation for greasing the wheels of final year, research and other pedagogical related project works. A trial would definitely convince you."

    Lamilare Valentine, Kwame Nkrumah University, Kumasi, Ghana.
  • "Sorry, it was in my spam folder all along, I should have looked it up properly first. Please keep up the good work, your team is quite commited. Am grateful...I will certainly refer my friends too."

    Elizabeth, Obafemi Awolowo University
  • "Am happy the defense went well, thanks to your articles. I may not be able to express how grateful I am for all your assistance, but on my honour, I owe you guys a good number of referrals. Thank you once again."

    Ali Olanrewaju, Lagos State University.
  • "My Dear Researchwap, initially I never believed one can actually do honest business transactions with Nigerians online until i stumbled into your website. You have broken a new legacy of record as far as am concerned. Keep up the good work!"

    Willie Ekereobong, University of Port Harcourt.
  • "WOW, SO IT'S TRUE??!! I can't believe I got this quality work for just 3k...I thought it was scam ooo. I wouldn't mind if it goes for over 5k, its worth it. Thank you!"

    Theressa, Igbinedion University.
  • "I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much researchwap.com, infact, I owe my graduating well today to you guys...."

    Joseph, Abia state Polytechnic.
  • "My friend told me about ResearchWap website, I doubted her until I saw her receive her full project in less than 15 miniutes, I tried mine too and got it same, right now, am telling everyone in my school about researchwap.com, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work"

    Christiana, Landmark University .
  • "I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!."

    Musa, Federal University of Technology Minna
  • "I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!."

    Ali Obafemi, Ibrahim Badamasi Babangida University, Niger State.
  • To contribute to our success story, send us a feedback or please kindly call 2348037664978.
    Then your comment and contact will be published here also with your consent.

    Thank you for choosing researchwap.com.