Chapter Objectives
     When you finish this chapter, you should 
        understand why:
     1. Marketers often need to understand 
         consumers’ behavior rather than a consumer’s 
         behavior.
     2. Companies as well as individuals make 
         purchase decisions. 
     3. Our traditional notions about families are 
         outdated.
    Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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     Chapter Objectives (continued)
     4. Many important demographic dimensions of a 
         population relate to family and household 
         structure.
     5. Members of a family unit play different roles 
         and have different amounts of influence when 
         the family makes purchase decisions.
     6. Children learn over time what and how to 
         consume.
    Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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         Learning Objective 1
         • Marketers often need to understand 
              consumers’ behavior rather than a 
              consumer’s behavior.
        Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall                                                     10-4
     Roles In Collective Decision Making
                                 Initiator
                              Gatekeeper
                                Influencer
                                  Buyer
                                   User
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     For Reflection
     Assume that you are a sales representative for a 
        large company that markets laptop computers.
     • List all the people that may be involved in the 
        decision making.
     • Try to match all the people to their possible 
        decision roles as outlined on the previous slide.
    Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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