Haris Waseem sp18-bba-016 Assignment Case Study Question: 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?

It is truly essential to examine the structure of the decision making unit. This is so in light of the fact that the decisions of procurement are influenced by different reasons. Accordingly the sources that influence the decision making interaction ought to be recognized. The decision making unit or DMU are really the assortment of individuals who take dynamic part in the decision making measure explicitly for purchasing products and ventures.

The structure of the decision making can be influenced by the followings.

Buyers:

Buyers are individuals with the cash who can make the acquisition of item and administration. These individuals can possibly buy however are influenced by the various components who could either support or end the buy interaction by influencing the decision.