An appraisal of family decision making and purchase roles a case study of nestle plc

Thesis Abstract

Family decision making and purchase roles play a significant role in consumer behavior research, especially in the context of household purchase decisions. This study aims to provide an appraisal of family decision making and purchase roles within the context of Nestle PLC, a multinational food and beverage company. The research will focus on understanding how family members within households make decisions regarding Nestle products and the roles they play in the purchase process. The methodology for this study will involve a case study approach, where data will be collected through interviews and surveys conducted with members of different households that purchase Nestle products. The research will examine the various factors that influence family decision making, such as cultural influences, social dynamics, and individual preferences. Additionally, the study will explore the different roles that family members play in the purchase process, including initiators, influencers, decision-makers, buyers, and users. The findings of this research are expected to provide valuable insights into the dynamics of family decision making and purchase roles within the context of Nestle PLC. By understanding how different family members contribute to the purchase decisions related to Nestle products, the company can tailor its marketing strategies to better target and engage with its consumer base. Furthermore, the study will contribute to the existing body of knowledge on consumer behavior research, specifically in the area of family decision making and purchase roles. Overall, this research aims to shed light on the complex process of family decision making and purchase roles within households, with a specific focus on Nestle PLC as a case study. By exploring the factors that influence these decisions and the roles that family members play in the purchase process, this study seeks to provide practical implications for companies like Nestle to enhance their marketing strategies and better meet the needs and preferences of their target consumers.