Tasha is about to begin piano lessons and her parents are seeking to purchase a new piano. Tasha’s parents have three key criteria in mind: (i) price; (ii) the quality of the sound produced by the piano; and (iii) the design/style of the piano. Tasha’s parents have never purchased a piano before. However, Tasha’s uncle sells pianos in his music store and has provided information regarding three different brands of piano.

Part A: There are eight roles in the family decision-making process. Based on the scenario above, explain the difference between: (i) an ‘influencer’; (ii) a ‘initiator’; and (iii) a ‘user’. (6 marks)

Part B: Define the concept of ‘lexicographic decision rules’ in consumer decision-making. Next, describe how Tasha’s parents could use this decision rule in deciding which of the three brands of piano they will purchase. Use a table to help illustrate your answer. (8 marks)

Part C: Outline two (2) strategies that Tasha’s parents may adopt to reduce their ‘post purchase cognitive dissonance’ after purchasing the piano. (6 marks)