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4.5.2 Analyzing Family Dynamics in Consumer Decision-Making: The Kapoor Family Case Study

Key Factors Affecting the Decision

The Kapoor family consists of members from different demographic segments, which include:

  • Geographic: All family members are from Mumbai, which doesn’t influence the decision in this case as they are all from the same geographic location.

  • Demographic: The family members vary in age, gender, income, educational background, and occupation. This introduces diversity in their preferences and needs.

  • Arun Kapoor (Father, 49): Senior Manager at TCS, socio-economic classification A.
  • Alka Kapoor (Mother, 44): School Teacher, socio-economic classification A.
  • Rohan Kapoor (Son, 21): First-year degree student, socio-economic classification A.

  • Arati Kapoor (Daughter, 18): First-year junior college student, socio-economic classification A.

  • Psychographic: The family members exhibit different lifestyles, personalities, and interests, all of which influence the decision-making process:

  • Arun Kapoor: Risk-averse, organized, cost-conscious, brand-loyal.
  • Alka Kapoor: Rational, cost-conscious, passive in the decision-making process.
  • Rohan Kapoor: Extroverted, innovative, image-conscious, persuasive.
  • Arati Kapoor: Focused on aesthetics and social approval, emotionally driven in her preferences.

Each family member, due to their distinct psychographic traits, represents a different consumer segment with unique preferences. The father's priorities might center on function and cost-efficiency, while the son might be more concerned with the brand image and modern features.

Target Segments in the Decision-Making Process

1. Father (Arun Kapoor):

  • Personality & Characteristics: Organized, risk-averse, cost-conscious, brand-loyal.
  • Need Recognition: The old car needs a replacement due to age, and the focus is on functional and economic value.
  • Pre-Purchase Information Search: Looks for reliable information on the car's functionality, cost-effectiveness, and the overall brand.
  • Evaluation Criteria: Prioritizes reliability, cost, and reputation of the car brand.

2. Mother (Alka Kapoor):

  • Personality & Characteristics: Rational, cost-conscious, passive in the decision-making process.
  • Need Recognition: The mother does not have a strong reason for purchasing the car but is open to contributing her opinions and listening to the rest of the family.
  • Pre-Purchase Information Search: She listens to others, considers practicality, and assesses cost-effectiveness.
  • Evaluation Criteria: Focuses on value and practicality but is not as actively involved in the decision-making.

3. Son (Rohan Kapoor):

  • Personality & Characteristics: Extroverted, innovative, brand-image-conscious, persuasive.
  • Need Recognition: He wants something new, innovative, and with the latest features. He is more self-expressive in his needs and wants to stand out.
  • Pre-Purchase Information Search: Actively seeks information through reviews, customer feedback, and comparisons of different models.
  • Evaluation Criteria: Focuses on the latest technologies, style, and image-conscious aspects, like the brand’s prestige.

4. Daughter (Arati Kapoor):

  • Personality & Characteristics: Emotionally driven, concerned with looks and social approval.
  • Need Recognition: Her desire for a new car is motivated by emotional benefits and the need for social acceptance from her peers.
  • Pre-Purchase Information Search: Looks for something that will make her peers admire her, focusing on the car’s aesthetics and status.
  • Evaluation Criteria: Focuses on design, looks, and social validation rather than functional or economic concerns.

Need Recognition Drivers

Each family member has different reasons for the car replacement:

  • Father (Arun Kapoor): The car is old and needs replacing. His need is driven by functional value (the car must serve the family's practical needs) and economic value (affordability).
  • Mother (Alka Kapoor): There is no urgent need for a new car, but she is happy to be involved in the decision-making process.
  • Son (Rohan Kapoor): Seeks something innovative, driven by self-expression and cognitive decision-making.
  • Daughter (Arati Kapoor): Wants a car that will impress her friends, motivated by emotional needs and social validation.

Information Requirements

Each family member seeks different information during the pre-purchase phase:

  • Father: Mileage, cost, space, reliability, dealer network, and brand reputation.
  • Mother: Cost, ease of use, and comfort, but she does not actively search for information.
  • Son: Style, performance, technology, brand image, and customer feedback.
  • Daughter: Looks, social acceptance, and opinions of friends.

Sources of Information

The family gathers information from multiple sources: - Public Sources: Websites, TV, radio, magazines. - Personal Sources: Friends, family, co-workers, celebrity endorsements. - Experience: Past experiences and test drives.

  • Product Characteristics: Expensive, complex, and requiring careful consideration.
  • Market Characteristics: Multiple alternatives available, creating a need for more research.
  • Customer Characteristics: Different consumer segments (father, mother, son, daughter) looking for different types of information based on their personalities, preferences, and level of involvement.

Evaluation of Alternatives

The evaluation process involves compensatory decision-making, where the family members weigh different car attributes against each other. However, each member prioritizes different factors:

  • Father: Focuses on cost, reliability, and functionality.
  • Mother: Evaluates based on practicality and overall family comfort.
  • Son: Prioritizes the car's image, technology, and features.
  • Daughter: Evaluates based on looks, social acceptance, and the opinions of friends.

Creating a Comparison Matrix

To better understand the different preferences, create a comparison matrix. List each family member's criteria across the top and match it with the cars' attributes. This will help identify which family member values which aspects of the car the most and whether their preferences align or differ.

Conclusion

This case provides valuable insights into group purchase behavior, where each family member has different motivations, priorities, and decision-making processes. It highlights how demographic, psychographic, and behavioral factors play a crucial role in shaping the family's decision. By analyzing each member's characteristics and the factors influencing their decisions, we can better understand how marketers can tailor strategies to appeal to different segments within a family or group.

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