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Understanding Buying Behaviour of Indian Families
By Sheetal Kapoor

First Published : 2002
ISBN : 817708027x
Pages : 288
Binding : Hardbound
Size : 5 x 9
Price : US$ 50
ABOUT THE BOOK

     How do consumers make purchase decisions is a fascinating subject to be studied. Family as a conglomerate of several individuals influences the purchase of various products. The influence of family in the purchase decision-making depends upon the cultural background. Though vast literature on the subject is available on Western society, there is a dearth of material on purchase behaviour of Indian families. This book attempts to fill this gap. It provides a comprehensive analysis of the purchase behaviour of Indian households in terms of a select category of consumer durables. It makes useful suggestions for devising appropriate marketing strategies.


CONTENTS
     
1. Introduction
The Concept of Family
Functions of the Family
How Families Make Purchase Decisions
Family Decision-making
Family Life Cycle
Profile of the Selected Durable Products
Audio System Market
Car Market
The Personal Computer Market
Refrigerator Market
Colour Television Market
Washing Machine Market
Summary
 
2. Studies on Family Purchases: Global and the Indian Experience
Studies on Exploration of Product Categories and Family Decision-making
Studies on Investigation of Determinants of Joint Decision-making under Conflicting Goals
Studies on Changing Roles of the Wife and Children
Studies on Family Decision-making in India
Summary
 
3. Family Decision-making Process: An Overview
Significance of Understanding the Family
Decision-Making Process
Changing Characteristics of Indian Families
Relevance to the Marketer
Product Selection
Summary
 
4. Buying Roles: The Initiator
Characteristics of the Initiator
Member-wise Status of Initiators
Initiator Member vis-à-vis the Product Purchased
Mentioning the Product’s Need to a Particular Family Member
Time Taken in Actual Purchase of the Product
Reasons for the Purchase of Product
Mentioning Purchased Product’s Need in the Past
Reasons for Postponing the Purchase of Product
Extent of Satisfaction from the Purchased Product
Conclusion
 
5. Buying Roles: The Influencer
Characteristics of the Influencer
Member-wise Status of Influencers
Influencer Member vis-à-vis the Product Purchased
Suggestions for Technical Aspects of the Product
Technical Factors Considered by the Influencers
Extent of Consideration of Influencers’ Suggestions
Brand Preference of the Influencers
Reasons for Preferring a Particular Brand
Consideration of Influecers’ Brand Preference
Sources of Information
Suggestions for the Place of Purchase
Nature of Contribution of Influencers’ Views:
Solicited or Voluntary
Family Members Soliciting Influencers’ Views
Conclusion
 
6. Buying Roles: The Decider
Characteristics of the Decider
Member-wise Status of Deciders
Decider Member vis-à-vis Product Purchased
Factors Considered While Purchasing the Product
Trade-off Among Alternative Products
Members Whose Views Were Considered by the Decider
Extent of Consultation for the Product Purchased
Financial Contribution for the Purchase of Product
Conclusion
 
7. Buying Roles: The Actual Buyer
Characteristics of the Buyer
Member-wise Status of Buyers
Buyer Member vis-à-vis the Product Purchased
Buyer’s Product-Rating
Family Members Accompanying the Buyer
Dealer’s Opinion at the Time of Purchase
Effect of the Discussion with the Dealer
Conclusion
 
8. Buying Roles: The Product User
Characteristics of the User
Member-wise Status of Users
User Member vis-à-vis the Product Purchased
Users’ Satisfaction on Product Aspects
Users’ Post-Purchase Satisfaction
Recommendation for the Product to Others
Conclusion
 
9. Implications for Marketing Strategies
Summary of Buying Roles
Initiator
Influencer
Decider
Buyer
User
Various Implications for the Marketer
Product-Member Relationships
Intra-Family Dynamics in the Purchase of a
Consumer Durable Product
Impact of Demographic Variables
Motives for the Purchase of a Product
Role of the Dealer
Post-Purchase Satisfaction
 
Bibliography
Index

ABOUT THE AUTHOR
     

      Sheetal Kapoor did her B. Com. (Hons.) from the prestigious Hindu College, University of Delhi. Thereafter, she obtained her M. Com., M. Phil. and Ph. D. degrees from the University of Delhi. Dr. Kapoor has 8 years of teaching and research experience to her credit. Specialising in marketing strategies, she has published a number of articles in reputed professional journals on the subject. Presently, she is a lecturer in the Department of Commerce, Kamla Nehru College, University of Delhi.


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