4. Conclusion
As has been noted, the family decision making for purchase an automobile is a complex process. In the complicated procedures, each member of the family could play a significant role, which certainly causes the different decision at last. Besides, what is important is that the features of culture also influence each stage of decision making process for buying an automobile. Undoubtedly, different culture could guide the person to make different decision because people's value, belief, religion, and interesting are dominated by own culture.
In a word, Toyota should focus on that the importance and functions of different roles in the whole decision making process, and who will play the different roles, such as this case, father play major roles in the process. Depended on these implications, Toyota can properly choose the media to advertise, accurately design the distribution of the showroom, etc, in order to attract the consumers maximally. In addition to the roles, Toyota must be aware that the culture heavily influences the process. Thus, Toyota must follow the influence of the different culture to guide the potential consumption. By doing so, Toyota can initiate the marketing activities accurately in order to account for more market share and make more profits.
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