Marketing Strategy Based on the Family Decision-Making Process
Who is in charge of housework in your families? Mother, father or housework is shared by family members? As far as I know, generally most of the housework is done by the wife in a family. Particularly when the mother is also a working one. Exhausted after a day’s hard work, she has to do housework so that the house won’t fall into a mess.
But the fact is obvious and comforting that more and more husbands and children are willing to share this work, or try their best to help the wife or mother to relieve the burden. The vacuum cleaner is undoubtedly a good choice. B. So many kinds of vacuum cleaners are in the market, with different styles, functions, prices… However, you see, there are a lot of brands in the market. Making a right decision is not that easy. You need to know the brands, functions, and even aftersales service. Then you need to compare different products and make a final decision.
Since the cleanness of house is relevant to all members’ life and health, this decision may not be made by individuals. So I think this product is a good and suitable example for today’s topic. 2. Introduction of the families Family A: the Wangs is from mainland China. The family is composed of middleaged parents and two children in twenties, and is a very democratic one. The housework is shared by all members at regular intervals. So long as the members have time, they will do it voluntarily. Family B: the Lins come from Taiwan, with middle-aged parents and 3 boys.
The eldest one has entered the society but still live with parents. The second is a college student in NCKU and live alone. And the youngest one in junior high school and only goes home at weekend. The father is busy with his business. So, almost all housework is done by mother. Family C: the Lees, a young couple with no child. Both have jobs and very busy in daytime. The decisions are made by both mostly. The husband loves his wife very much. As to housework, he can’t do it himself because he needs to travel on business. But he always try to help her. 3. Data of each family and possible marketing strategy
Alternative evaluation Husband *Get advices from other housewives and shop around; *Well-known brand, good reputation, low noise Purchase Wife *Cost-effective; *home-delivery service Marketing Strategy and tactics >the cleaner is reliable in every situation >Present amount of good wordof-mouth; >provide a training to sellers >Present the brand’s history, awards, sale volume, popularity and feedback from consumers; >the product is of silent power >You will never regret if you buy this product with high value; >provide satisfying logistics Use/consumption Wife Disposition Wife
Evaluation Wife, Husband *Keep house clean; *Avoid negative impact on other family members *Something wrong with it *Learn to make it more durable service >absolutely silent >provide maintenance and repair service >provide knowledge about maintenance and extending lifetime Segment: Vacuum Cleaner Family C: the Lees( Young Couples: No Children) Stage in the Decision Process Problem recognition Family Members Involved Husband Family Members’ Motivation and Interests *Relieve the burden for wife; Information search Husband.
I interview three families with different structures about details when making purchase decision. From the statistics, we can see that, each member in a family plays different role in this process. On one hand, as to the basic aspects, customers always present similar expectation. One the other hand, even when buying the same product, the demand from particular family can be a bit unique. So, the marketers should try their best to understand the decision-making process so that the products are welcome among target customers and get a considerable market share.