A Study of family role structure at consumption decisions

Abstract

ABSTRACT STUDY OF FAMILY ROLE STRUCTURE AT CONSUMPTION DECISIONS In this thesis, family role structure is analyzed. Consumer behaviour is studied at consumption decisions. Increasing competition in the market necessitates firms to further investigate consumers' behaviour and adjust their marketing mix accordingly. Role structure within a family is analyzed at four phases of decision making; problem recognition, external search; final decision and act of purchasing. Four different groups of products are included in the study; food products, clothing items, durables and leisure time activities. Hus- bund f s, wife's or both of theirs influences are measured for each group of product at a specific phase of decision making. For each product class, role structure has shown a different pattern. The study has revealed that role structure is affected by social class, wife's employement level and marriage span of the family. Behavioral data is also collected indicating consumers' prepurchase attitudes toward a specific brand and a store. The study includes the literature review and the field study conducted through a questionnairre. The interpretation of the data is done through a packaged computer programın and manually and implications for producers and retailers are presented. SEMÂ KİRAZO?LU PARLAR İstanbul, May 1986