Groups - decision making

Question 1

Group decision making

Answer 1

Many purchase decisions are made by more than one person

Families must be understood in terms of their decision - making dynamics

Marketers need to think carefully about who their target market is

Understand modern family roles: who does what and who buys what

Question 2

Recreational specialisation

Answer 2

“A continuum of behaviour from the general to the particular, reflected by equipment and skills used in the sport and activity setting preferences

(Burr and scott,2004)

Question 3

Possible to break down the continuum in levels

Byran, 1977

Answer 3

Distinct attitudes, behaviours and characteristics across specialisation levels

Segment the market across homogeneous groups based on specialisation level/ characteristics (valentine,2004)

Question 4

Developmental process

3 processes

Answer 4

Behaviour

Personal and behavioural commitment

Acquisition of skills and knowledge

Question 5

Behaviour

Answer 5

Frequency of participation 
Years of involvement 
Number of sites visited 
Distance travelled 
Monetary investment 
Number of books and magazines owned 
Types of equipment people own

Question 6

Skills and knowledge

Answer 6

Physical and intellectual abilities
Rules and etiquette
History and artefacts

Question 7

Recreational specialisation framework

Answer 7

Opportunity to segment customers:

Product: organise suitable event programmes
Price: differentiated pricing (to attract new comers)
Placement: where to sell tickets
Promotion: promotional strategy (e.g what ticks them)

Question 8

Recreational specialisation definition

Answer 8

“Better understanding of visitor characteristics, motivation and satisfaction, and using this information to better target festivals to future visitors and in the process help ensure the success of festivals and special events “

Burr and scott, 2004

Question 9

Leisure constraints definition

Answer 9

“Factors that are assumed by researchers and perceived or experienced by individuals to limit the formation of leisure preferences and to inhibit of prohibit participation and enjoyment is leisure (Jackson, 1993)

Question 10

Types of constraints

3 types

Answer 10

Intrapersonal
Interpersonal
Structural

Question 11

Constraint negation

Answer 11

. Constraints (barriers) can be negotiated (Jackson et al,1993)

Contraint negotiation is defined as “the strategies people use to avoid or reduce the impact of constraints and the barriers to leisure participation and enjoyment”

(Mannell and Kleiber,1997

Question 12

Modern family

Answer 12

The euro house hold 
. Traditional family unit 
. Reconstituted families 
. Lone parent families 
. Unmarried cohabitation 
. Multi person households 
. One person household