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Family Consumer Decision Making

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The majority of the respondents cited carrying out shopping ventures every month. Purchase decisions of families are mainly associated with the financial disposition of each and every household. When making holiday decisions, the household makes choices based on their financial position, and those products that fit within their financial range are bound to gain favor over others, even if the quality is at stake. The research highlighted that children did have a lot of influence in decision-making, but majorly for those decisions revolving around the collection of information, the type of commodity to be consumed and the amount of money to be sent.

Vacations tend to have a lot of disagreements with regard to perceived influence over a decision, possibly owing to the fact that the child perceives relatively high influence levels over the decisions made. Since children are contemporarily being brought up in a ‘ global village’ , it is arguable that they are more informed on other courtiers compared to any previous generation. For this reason, children have become more aware of existent contrasts between different countries in terms of product and service quality and preferences (Sorce.

Loomis, & Tyler, 2009). The research elicited that a considerable proportion of respondents purchased products from the international market, a fete influenced by knowledge accrued through fast-paced communications and online marketing. From the FGDs, it emerged that children as young as eight years of age made quite clear distinctions of countries that they would prefer taking holidays in and purchasing consumer products from. Owing to this change ascribed to the holiday environment, there is a high likelihood that young adults who reside at home with their parents emerge as a prime socialization agent for their parents who grew up in an epoch not marked by such an extensive level of globalization, with the internet and online marketing highly advanced.

The majority of the respondents cited making payment depositions for their consumer purchases using credit cards.

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