Project Abstract

Abstract
This research project aims to provide an in-depth appraisal of family decision making and purchase roles within the context of Nestle Plc, a multinational consumer goods company. The study is designed to investigate the intricate dynamics of how families make decisions regarding the purchase of Nestle products, focusing on the roles and influences of various family members. By conducting a case study within the framework of Nestle Plc, this research seeks to contribute to the existing body of knowledge on consumer behavior and marketing strategies in the food and beverage industry. The research methodology includes a combination of qualitative and quantitative approaches to gather data on family decision-making processes and purchase roles. Primary data will be collected through surveys, interviews, and observations conducted with families who are consumers of Nestle products. Secondary data will be obtained from sources such as company reports, academic publications, and industry analyses to provide a comprehensive understanding of the topic. The theoretical framework for this study is grounded in consumer behavior theories, family decision-making models, and marketing strategies related to product adoption and brand loyalty. By integrating these theoretical perspectives, the research aims to identify key factors that influence family purchase decisions and the roles played by different family members in the process. The study will also explore the impact of cultural, social, and economic factors on family decision making within the context of Nestle Plc. The findings of this research are expected to offer valuable insights for marketers and policymakers seeking to understand consumer behavior within the family unit and develop effective marketing strategies for targeting family-oriented markets. By analyzing the roles of family members in decision making and purchase behaviors, this study aims to provide practical recommendations for Nestle Plc and other companies operating in the consumer goods industry. Overall, this research project aims to contribute to the academic literature on family decision making and purchase roles while offering practical implications for marketers and businesses. By focusing on a case study of Nestle Plc, this study provides a detailed analysis of how families navigate the complex process of making purchasing decisions in the context of a multinational corporation.

Project Overview

INTRODUCTION

          A family is a group of two or more persons related by blood, marriage or adoption who reside together. There are two main types of family, nuclear and extended family. The nuclear family is the immediate group of father mother and children living together. The extended family includes the nuclear family plus other relatives such as grandparents, uncles and aunts, cousins, and in-laws. The family into which one is born is called the family of orientation, whereas the one established by marriage is the family of procreation. Household is another term frequently used by marketers when describing consumer behavior. Household differs from family, in that household describe all the persons both related and unrelated who occupy a housing unit. Families have higher median incomes than do households because of the greater number of employed individuals in families. For both families and households the four structural variables that impact purchasing decisions most and that are therefore of primary interest to marketers are the age of head of household or family, marital status, presence of children and employment status. However, the way families make decision can be better understood by consulting sociological dimensions such as cohesion, adaptability and communication.