Problem: Family Decision Making
The Gerrard family has two moms, a son James who is 8, and a daughter Fashion who is 12 years old. They have recently moved to Long Beach and have rented a home with a big backyard. The kids did not want to move away from their friends, so their moms promised to get them a family pet when they arrived in Long Beach. Originally, the whole family was excited about getting a dog, until, on the drive from San Francisco to Long Beach, James was bit by a stray terrier at a gas station. Now, James is not excited about getting a dog. Fashion, however, is still yearning for a dog and promises to find a non-threatening rescue puppy. Fashion will do all the research to find the perfect dog. Fashion must convince James that the new dog will be gentle. James wants a hamster instead. Now the moms are not sure if getting a dog is a good idea.
Question I: Define the role of each of the family members.
Initiator-the person with the idea or identifies a need.
Gatekeeper-the person who controls the flow of information to the group.
Influencer-the person who tries to sway the outcome of the decision.
Buyer-the one who makes the decision.
User-the person who winds up using the product who actually makes the purchase is the buyer.
Question II: What type of purchase is this? Explain.
In a consensual purchase decision, the group agrees on the desired purchase, differing only in terms of how it will be achieved.
In an accommodative purchase decision, group members have different preferences or priorities and cannot agree on a purchase that will satisfy the minimum expectations of all involved.