Answer to Question #271047 in Economics for Nee

Question

Question

Read / Examine the article by Du and Kamakura (2008) Journal of Marketing Vol. 72 and answer the following questions

(i) Refer to page 127 of the article and ascertain the key motivation of the research and evaluate how the ensuing discussions and model would fit into your own individual household consumption decision and choices.

Answer 1

Many factors influence purchasing. A consumer's family is one of the most significant factors because a family helps shape an individual's attitudes and behaviors. A decision maker for a purchase can be a husband, wife, or even a child, and sometimes decisions are made in collaboration.

Household decision making is the process of the consumer decision making that involves more than one person on the purchasing for products or services that multiple consumers use.