The final question

Palmer: Introduction to Marketing. Third edition Claritas seemed to be much closer to reality. The Jones' predicted jobs were about right and the database was correct in stating that they had credit and store cards. They managed to say that the Joneses liked antiques. perhaps learnt as a result of them occasionally buying Homes and Antiques magazine. They similarly were correct in stating that they like gardening, DIY, foreign travel and eating out. The database had predicted that the family would be most likely to own a Ford or Renault car. In fact, Mrs Jones owned a Ford, while Mr Jones had a company Renault. Based on \"Keeping up with the Jones's", Marketing, 19th November 1998, pp 28-29. CASE STUDY REVIEW QUESTIONS 1. Why is it important to study the composition of the decision making unit? To what extent do you think this research approach will give a complete understanding of how family units make purchases? 2. What new possibilities, if any, for market segmentation are opened up by this approach to the study of buyer behaviour? 3. Critically assess the scope for expanding this type of research as a means of learning more about buyer behaviour