Tài liệu PURCHASING DECISION pptx

1 Economic Decisions within the Private Household Hanoi, Vietnam October 2006 Erich Kirchler (economic decisions within the private household) Well-being Money and tax (€) Leadership, advertisement, consumer loyalty etc. Group decision making (economic decisions within the private household) 2 Economic decisions within the private household 15 years of studies on expenditures and other economic decisions within the family 3 Decisions within private households • Normative (rational) model Identifiable decision-maker(s) Complete knowledge about all available alternatives All the consequences are clear and evaluable Evaluation on the basis of clear, stable goals All consequences have known probabilities Relevance of information can be evaluated, information can be collected • Description (K. Weick) Isolation of decisions Multiple goals Tiredness and simultanous solving of problems 4 Questions • Who is/are the decision maker(s)? • Which decisions can be taken? • How do decisions proceed? • How can decisions be analysed? • Who has got influence and why? • Are decisions isolated incidents? • Which tactics do partners use? 5 Who are the decision makers? Power structure Patriachy Matriarchy Egoism principle Equity principle Credit principle Love principle Egoism principle high low H a r m o n y in t he r e la t io n s h ip 6 Interaction characteristics (a) Interdependence vs independence of partners: People in relationships that can be described using the love principle are dependent upon one another in their feelings, thoughts and actions and are considerate on each other. (b) Long-term vs short-term credit: In ad hoc groups or economic relationships, give and take are directly linked (principle of reciprocity).When partners trust one another, they look for experiences that satisfy both partners and distribute the available ressources according to needs. Balance is sought over the long term. If the relationship progresses harmoniously, then in the end „book-keeping“ – to use a banking analogy – is no longer necessary. (c) Joint maximisation of profits vs cost-benefit analysis:Unhappy partners whose relationship has become an economic relationship seek to exploit their opporunities for profit to the full.The more harmonious the relationship, the less interest a partner has in concluding a trade with their partner. (d) The distribution of rewards using rules of need vs equity rules. (e) Abundance vs scarcity of ressources: Whilst in economic relationships only certain types of ressources are traded, which are mainly universalistic in terms of the concept of Foa and Foa (1974), in close relationships also particularistic ressources besides universalistic ones are exchanged. (f) Spontaneous altruism vs control of demands and obligations: Happy partners do not seek to keep an account of demands and obligations. They act spontaneously in an partner-oriented manner. (v. experiments of Clark, 1984). 7 Which decisions are there? Purchase decisions Money management Savings decisions Capital investment management Non economic decisions Economic decisions Decisions in private housholds 8 Interest Social visibility CollectivistIndividual Unimportant Symbolic Habitual decisions Spontanous decisions Autonomous decisions Syncratic decisions R e a d y D e c i s i o n s c r i p t N o n e x i s t e n t L o w Fi n a n c i a l c o m m i t m e n t H i g h 9 Interpersonal conflict Probability conflict Value conflict Distribution conflict Agreement Syncratic decisions 10 How do decisions proceed? Informationssuche egoistische Bewertung der Alternativen Harmonie Machtrelation Präferenzordung Person A Harmonie Machtrelation Produkttyp Informationssuche Harmonie Machtrelation Präferenzordung Person B Harmonie Machtrelation Produkttyp Umwelt (z. B. Marktgeschehen, Referenzpersonen) autonome Entscheidung autonome Entscheidung Vergleich der Übereinstimmung Wert- konflikt Sach- konflikt Verteilungs- konflikt Harmonie Machtrelation Konfliktlösungs- versuche intra- individueller Konflikt Nutzens- regelung synkratische Entscheidung Meinungen Konflikt Bedürfnis Set von Alternativen Bedürfnis Set von Alternativen Spontan- oder Gewohnheits- entscheidung Spontan- oder Gewohnheits- entscheidung egoistische Bewertung der Alternativen altruistische Bewertung der Alternativen altruistische Bewertung der Alternativen [...]... materials 33 Decision- making roles (Davis & Rigaux, 1974) Dominance of women 3 cooking utensils (saucepans etc.) female-dominated decisions relative influence of men (=1) and women (=3) cosmetics food living room furnishing Men’s clothing 2 Dominance of men 1 syncratic decisions leisure plans garden tools holiday balanced decisions savings types car male-dominated decisions 0 50 100 Percentage of joint decisions... Machtrelation Übereinstimmung Verteilungskonflikt Power intraindividueller Konflikt Nutzensregelung Power Harmonie Konfliktlösungsversuche synkratische Entscheidung Autonomous decision Autonomous Harmony Harmony Product type Product type decision Comparison of opinions Conflict Agreement 12 Umwelt (z B Marktgeschehen, Referenzpersonen) Person A Person B Bedürfnis Spontan- oder Gewohnheitsentscheidung Bedürfnis... Konfliktlösungsversuche synkratische Entscheidung Agreement Conflict Value Probability Power Distribution Intraindividual conflict Regulation of benefit Harmony Syncratic Resolution of conflict The end decision 13 How can decisions be analysed? • Observation in the laboratory and in private settings: • • Ad hoc small groups: In close relationships, processes develop that are unique Typically small groups were... University, 14:17 Secondary • Working hours: 14:38 full time, 15:1 non-working • Monthly houshold income: slightly above the Austrian average 29 Questions • Benefit debts: – Influence of decision- making history on current decisions • Models of book-keeping: – Time frame & budgetierung: last incident, moving average, specific last incident, specific moving average • Moderating variables „satisfaction“ and... Konfliktlösungsversuche synkratische Entscheidung Person A Person B Need Spontansous or habitual decision Need Set of alternatives Set of alternatives Inform search Inform search Egoistic evaluation of alternatives Egoistic evaluation of alternatives Power Power Harmony Harmony Altruistic evaluation of alternatives Spontaneous or habitual decision Altruistic evaluation of alternatives Preferences Preferences Comparison... co-operation; presenting own needs/subjective importance) 10 Presenting false facts (suppressing important information; distortion) 11 Indirect coalition (referring to other people; emphasizing utility of the decision for others) 12 Direct coalition (discussion in the presence of others, hoping for their support) 13 Trade-offs (book-keeping; reminders of past favours) 14 Integrative bargaining (search for the... "good-looking car with no engine" (Kemp, 1970, p 30) 14 • Interview techniques • • • • Who is the informant? Davis (1970) reports that the perceived pattern of influence of partners in discussions about purchasing a car or furniture is a near-perfect match if the information provided by men and women is taken across the sample as a whole At the aggregated level, differences between individual couples'... conflict 3 % f o Other topics 4% conflict - 31 Determinants of influence – Sex x topic (Davis & Rigaux, 1974; ) – Knowledge, importance of the topic (Seymour & Lessne, 1984; Burns & Granbois, 1977; ) – Decision- making history (Corfman, 1987) 32 Influenc in relation to the product type Who has got influence and why? Autonomous influence of the woman -1.0 Insurance Car Camera Alcoholic drinks Bank loan... fortnight ( ) twice a week ( ) once a month ( ) once a week ( ) less than once a month ( ) less than once a week ( ) never 21 Diaries • • • • • Time-sampling diaries Events diaries Interval diaries Partner decisions diary Etc 22 23 24 Instructions for completing the diary Together with your partner, recall all the conversations you have had together today, and what topics were discussed in these conversations... Shampoo 3 Biscuits Clothes Mid-morning snack Cereals Snacks Sweets Frozen food Chocolate/cocoa 2 Toys Bicycle Pet food Watch Records Coffee Radio/ Cassette recorder Camera 1 1 2 3 4 Child‘s wish 35 Are decisions isolated incidents? 100 E E 75 P L C E E 50 CC E P E E E WW EE Influence (%) E E E C P P E E E P E W P 25 E E 0 0 Days 90 180 270 360 36 . 1984). 7 Which decisions are there? Purchase decisions Money management Savings decisions Capital investment management Non economic decisions Economic decisions Decisions. private housholds 8 Interest Social visibility CollectivistIndividual Unimportant Symbolic Habitual decisions Spontanous decisions Autonomous decisions Syncratic decisions R e a d y D e c i s i o n s c r i p t N o n e x i s t e n t L o w Fi n a n c i a l c o m m i t m e n t H i g h 9 Interpersonal conflict Probability conflict Value