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1 Introduction With the dynamic environment undoubtedly each firm attempts to study and understand the consumer behavior due to businesses stay in business by attracting and retaining customers Arnould Price Zinkhan 2002 p6 As the basic consumer decision-making unit family are most frequently examined by many marketers because decision making by family differs in many ways from decisions made by an individuals According to Hawkins Best and Coney the term of family decision making is the process by which decisions that directly or indirectly involve two or more family members are made Hawkins Best Coney 1998 p195 Generally different motivations and different family life cycles will cause different decision making process Meanwhile with the dissimilar decision making process the different members of family would play various roles and directly influence the result of decision Therefore many firms tend to study the roles of different members of family regarding the purchase As same way I am retained by the Toyota Company to design a study investigating how families make automobile purchase decisions Following along the progress of decision-making process the different roles will be examined respectively Besides the influence of Chinese culture on decision making process also will be discussed late 2 The distinct roles in the family decision-making process As a case one family intends to buy a station wagon of Toyota recently Undoubtedly the purchase activity will experience series decision-making process due to the automobile is valuable equipment for the family In the light of Neal Quester and Hawkins consumer decision making process of high-purchase involvement consists of five stages namely problem recognition information search alternative evaluation purchase postpurchase activities Neal Quester Hawkins 1999 p116-118 With the sequent steps different members of the family would play dissimilar roles in the process 2 1 The brief background of the family Each existing family must stay in a distinct stage of family life cycle FLC in particular period
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