Family Influence Interviews

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Family Influence Interviews Ryan Bell Mktg332 Introduction Have you ever wondered what drives people in today’s society to make purchases and the shopping decisions they do? Well, there are many underlying answers to questions and in this paper I will be explaining what I have learned from interviewing and interacting with five individuals from different families and ages. I will have detailed summaries of these results, with the generalizations I made, conclusions about these interviews, and how they sum up with the consumer socialization process. I believe this will give you a better understanding of what consumer behaviors is about. Also, I will be using some specific terms to help fully grasp the meaning behind the consumer process and how families play such a key role in influencing others in their family to consume and shop products in a certain manner. Interviewees In my first interview, I knew I would need to approach each interview based on the interviewees age and social style. So, in my first interview I decided to choose my girlfriend who is 23 years of age, she is very outgoing, and usually don’t consider decisions in the consumer process and is quick to react. So I considered this as an expressive personality. I asked her several questions of different genres, from what she had learned about past experiences with family, any certain habits or consumption behaviors that separated her from her family members. Jessica, in most cases, talked about food products and electronics when asking about her brand loyalty to products, some specific examples included Hidden Valley Ranch, Powerade, and Digiorno, which she said was a family preference because everyone in her family considered the best tasting product for their particular categories. This shows that they are not concerned about prices when it comes to buying items. Her family has also

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