Customer Understanding

Marketers in the US have begun to recognize the increasing power of teenagers both as individual consumers and as active participants in family purchasing (Gill, 1989; Asinof, 1990).There is also evidence that teenagers’ greater economic influence affects other countries as well as the US (Sellers, 1989). This apparent change in family purchase roles suggests that international marketers seeking to reach teenagers and/or families as purchasing units will need to gain a greater understanding of how teenagers’ purchase influence varies in foreign markets. A knowledge of both commonalities between countries and of any factors explaining differences in family purchase roles and behaviours will help managers formulate global marketing strategies, particularly those related to marketing communication. Most of what we know about family purchase decision making has been obtained through studying nuclear families from the US. There has been little investigation of whether these findings might be applicable to other societies. A few cross-cultural family studies have found differences in how husband± wife dyads view family purchase decisions (cf. Douglas, 1979; O’Connor et al., 1985), but the role of teenagers in influencing such decisions has rarely been examined.

Next i will be breaking down how family decides on purchasing....

Holidays- Depending what wealth/social class you are and also the age of the children. that families will want something for everyone.

If you are lower class you might find to go to somewhere like pontins from a promotion deal from The Sun newspaper.The Sun Holidays

Working class will go arboad but to cheap countries like Turkey! The reason why they go here is the heat and it is a cheap and fun holiday to go to.

Upper Class will be an expensive all incluive holiday for example a cruise holiday across europe. This would be a holiday for that family becuase its all laid back paid for and going lots of nice places.

Food Is the next subject!

Lower class willl shop in supermarkets like Lidl as it is cheap and good quality food for the price. So famlies who are lower class and has couple of kids they will go here as it is advertised to them.

Working class will go to the big supermarkets such as Tesco and Asda as they are also can be cheap and expensive as they have value prices and also a finest range. This will apeal if they are on a budget one week or one week they have more money then last week.

Upper class will go to waitrose becuase of its fine food that has a price. You pay for quality no rubbish 100% chicken for example no fat water injections to make the chicken look bigger.