Xolani has just completed matric and has enrolled at a University in Cape Town, to complete a BCom Degree. His dad is unable to drop and fetch Xolani due to work commitments and therefore believes it best to purchase Xolani an entry-level car, not more than R150 000. He has given Xolani the freedom to choose and purchase the car. Xolani has two older brothers who are car enthusiasts with lots of experience. He decides to take them along to the car dealerships. They helped him find a car that was safe with a fair number of additional features and style. Xolani was happy to be driving himself to Varsity on his first day. 1 - Read the scenario above and identify examples of the following family roles. You may make assumptions as you see fit. Explain your answers.    Initiator Influencer User Decision maker Purchaser 2 - Read the scenario above and identify examples for each phase of Xolani’s decision making process, when purchasing his car.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
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Xolani has just completed matric and has enrolled at a University in Cape Town, to
complete a BCom Degree. His dad is unable to drop and fetch Xolani due to work
commitments and therefore believes it best to purchase Xolani an entry-level car, not
more than R150 000. He has given Xolani the freedom to choose and purchase the
car. Xolani has two older brothers who are car enthusiasts with lots of experience.
He decides to take them along to the car dealerships. They helped him find a car that
was safe with a fair number of additional features and style. Xolani was happy to be
driving himself to Varsity on his first day.

1 - Read the scenario above and identify examples of the following family roles. You
may make assumptions as you see fit. Explain your answers. 
 
  • Initiator
  • Influencer
  • User
  • Decision maker
  • Purchaser
2 - Read the scenario above and identify examples for each phase of Xolani’s decision
making process, when purchasing his car. 
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