Family is cited as being important in the consumer behavior mix. ...

[Mr.Thesaxman]

Family is cited as being important in the consumer behavior mix. List some of the important types of primary families discussed in the book and how family influence and an intergenerational effect can influence purchase behavior.

Question 2

The utility approach to ethical reasoning holds that the correct course of action is the one that promotes
 a. the least negative reaction.
  b. the greatest good for the greatest number.
  c. the most benefit to the firm that commissioned the marketing research.
  d. the most favorable publicity.
  e. the most practical solution.

[Animal_Goddess]

Answer to Question 1

For years, researches tried to determine who in the traditional nuclear family made various purchase decisions. This was largely an exercise in futility. Decisions seem to just get made and no one rally is certain who made them, or even when. Families are no longer characterized as Mom, Dad, children and pets...but a vast array of arrangements including extended families, same sex families, grandparents living at home, etc. Knowing the make up of the family, especially the age of the youngest child at home, can shed light on the likely purchase decisions a family might make based on inferences of income and purchase behavior.

Answer to Question 2

b

[Mr.Thesaxman]

Excellent

[Joy Chen]

TYSM