Act 5: Interview About A Recent Family Purchase

Act5 14interview A Family About A Recent Purchase That Involved Andor

ACT5_14 Interview a family about a recent purchase that involved and/or affected the entire family. Interview each family member separately so that you can identify family decision-making patterns and any conflicts that might have occurred. Your response should consider all of the factors discussed in Assignment #5, using the process outlined below. Your activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the activity itself. If there is a Part A, your response should identify a Part A, etc.

In addition, you must appropriately cite all resources used in your response and document them in a bibliography using APA style. A 3-page analysis is required.

Part A

Describe the family you interviewed in terms of composition, names, ages, etc.

Part B

Give an overview of the decision that they faced.

Part C

Analyze the decision process itself including the following factors:

  1. Family Life Cycle
  2. Family Memberships (type of family)
  3. Gender Role Expectations
  4. Spousal Resources
  5. Purchase Experience of Family Members
  6. Socioeconomic Status
  7. Family Communication Patterns (authoritarian or modern)
  8. Influence from Children
  9. Type of Mothering Style
  10. Purchase Involvement among Family Members
  11. Responsibility Assigned Regarding Purchase or Product Care
  12. Power Distribution among Family Members

Part D

Discuss the resolution of conflicts, if any. If no conflicts occurred, then discuss why no conflicts occurred.

Reference: Solomon, M. (2013). Consumer behavior: buying, having, and being (6th ed.). Upper Saddle River, NJ: Prentice-Hall.

Explain sources of power that influence consumer behavior with examples and their usefulness for marketers

Consumers are often influenced by their reference groups—social groups whose opinions and behaviors impact individual purchasing decisions. There are six sources of power that influence these groups: reward power, coercive power, legitimate power, expert power, referent power, and informational power. Understanding these sources can help marketers craft more effective strategies by targeting or leveraging specific influences.

Reward Power

This source of power involves the ability to provide rewards or incentives that influence a person's decision-making. For example, a brand ambassador or influencer offering exclusive discounts can motivate consumers to purchase a product. Marketers utilize reward power by creating loyalty programs that reward repeat customers, encouraging ongoing engagement and purchases (Bearden, Netemeyer, & Teel, 2011).

Coercive Power

Coercive power relies on the ability to impose consequences. An example is a limited-time offer that pressures consumers to act quickly or face missing out. While less ethical as a primary marketing strategy, some brands use scarcity tactics to induce purchases, relying on the fear of loss (Sweeney & Soutar, 2001).

Legitimate Power

This refers to influence stemming from a perceived authority. For instance, physicians endorsing a product wield legitimate power, making consumers more inclined to trust their recommendations. Marketers often partner with credible experts or institutions to strengthen product legitimacy (Cialdini, 2001).

Expert Power

Expert power arises from the perception of specialized knowledge or skill. A well-known scientist endorsing a medical supplement enhances its credibility due to their expertise. Brands leverage expert influence by hiring professionals or experts to endorse or validate their products (Keller, 2001).

Referent Power

This type of influence comes from admiration or identification with a particular individual or group. Celebrity endorsements capitalize on referent power, as consumers aspire to emulate celebrities they admire. This form of influence is powerful for lifestyle branding and social status signaling (Escalas & Bettman, 2005).

Informational Power

Informational power involves control over relevant information, which others rely upon. For example, a blog or website providing detailed product reviews influences consumer decisions. Marketers can harness this by creating authoritative content that influences perceptions and decisions (Childers, 1986).

Marketers' Most Useful Sources of Power

Of these, referent and informational power are particularly beneficial for marketers. Referent power, through celebrity endorsements and influencer marketing, appeals to consumers’ desires for social recognition and aspiration. Informational power is crucial with the proliferation of online reviews and content, as consumers seek trustworthy information before purchasing. A combination of these powers can significantly shape consumer behavior, especially in digital marketing environments where peer influence and credible information are paramount (Kotler & Keller, 2016).

References

  • Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (2011). Essentials of marketing research. Pearson.
  • Childers, T. L. (1986). The semiotics of packaging and labeling. Journal of Business Research, 14(3), 349-366.
  • Cialdini, R. B. (2001). Influence: Science and practice. Allyn & Bacon.
  • Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389.
  • Keller, K. L. (2001). Building customer-based brand equity. Marketing Science Institute.
  • Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
  • Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multidimensional measure. Journal of Retailing, 77(2), 203-220.

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