A Study Of Family Joint Purchase Decision Behavior And Husband-Wife Dominant Purchase Decision Behavior

This investigation attempted to determine patterns of joint and husband-wife dominant decision making for four durable goods resulting from specific variables likely to account for purchase decision behavior. The four products studied were an automobile, television, lawnmower, and set of china. The variables considered in this study were number of years married, number of children at home, husbands' occupational prestige, wives' employment status, education level, differences in education level, marital role attitudes, and product type. Propositions about the relationship of these variables to decision patterns were based on a review of literature of other studies.