Question

Discuss when the family can be a strong influence on buying behavior regarding the choice of restaurants.

Answer 1

The purpose of this question is to have students recognize that roles differ substantially depending upon the type of purchase being made. For example:

• If a family is driving in a car and decides to stop at a fast food restaurant, the decision may be prompted by the parent or by a child saying they are hungry. Thus, either one could be an initiator. Children will probably have a big influence and may even be the decider. This is one the reasons McDonald’s markets to children.

• For a casual dining restaurant, the parents will probably be the initiator. The children will be less of an influence, but they still may have some influence. The restaurant may have children’s meals they like and activities for them to do at the table while they are waiting. Thus, the parents could develop the choice set and the children would influence which one of the restaurants was selected. The decider will probably be the parent. The influence of the children will vary by family.