Market Share:

Market share can be measured in three ways: ‡ Overall market share: ´the company¶s sales expressed as a percentage of total market sales. ‡ Served market share: ³the company¶s sales expressed as a percentage of the total sales to its served market. Its served market share is all the buyers who are able and willing to buy its product. ‡ Relative market share: ³relative market share can be expressed as a market share in relation to its largest competitor.

80%
20%

FAMILY HOUSEHOLD ROLES

‡ Initiator ‡ Influencer ‡ Decider ‡ Buyer ‡ User

Types of Risk:
1. Economic Risk: if the purchase price, maintenance cost, or operating cost are high. 2. Time Risk: if there is a large amount of time needed to purchase or use the product. 3. Performance Risk: if there is concern about how well the product performs its basic function. 4. Physical Risk: if there is a threat to health or appearance of the buyer. 5. Social Risk: if the purchase or use of the product may affect the attitudes of reference groups toward the buyer. 6. Psychological Risk: if the purchase or use of the product may influence the buyer's self-image.

1. Extensive Problem Solving: occurs when the consumer is confronted with a radically new decision. 2. Limited Problem Solving: is the process of forming brand concept 3. Routinized Response Behavior: is represented by a limited search for information and speedy decision.