Thesis Abstract

Abstract
Family decision-making is a complex process that involves multiple individuals within a household. This study aims to appraise the roles played by family members in the decision-making process when it comes to making purchases. The research will focus on understanding the dynamics of decision-making within families, including the influence of cultural, social, and economic factors. The roles of different family members in the purchase decision process will be examined, taking into account factors such as gender, age, and socio-economic status. By exploring how these factors influence decision-making, this study seeks to provide insights into how families navigate the complexities of making purchase decisions. Additionally, the research will investigate the various decision-making styles that exist within families, ranging from autocratic to democratic approaches. By analyzing these different styles, the study aims to shed light on how power dynamics within families can impact the purchase decision process. Furthermore, the study will explore the impact of external factors, such as advertising and peer influence, on family decision-making. By understanding how external factors shape family decisions, this research seeks to provide a comprehensive overview of the forces at play in the purchase decision process. The methodology employed in this study will involve both quantitative and qualitative research methods. Surveys and interviews will be conducted with families to gather data on their decision-making processes and purchase behaviors. This mixed-method approach will allow for a deeper understanding of the complexities involved in family decision-making. The findings of this research are expected to contribute to both academic literature and practical implications for marketers. By gaining insights into the roles played by family members in the purchase decision process, marketers can better tailor their strategies to target specific segments within the family unit. In conclusion, this study will provide a comprehensive appraisal of family decision-making and purchase roles. By examining the various factors that influence decision-making within families, this research aims to contribute to a better understanding of how families make purchase decisions and the implications for marketers seeking to target this consumer segment.

Thesis Overview

INTRODUCTION

A family is a group of two or more persons related by blood, marriage or adoption who reside together. There are two main types of family, nuclear and extended family. The nuclear family is the immediate group of father mother and children living together. The extended family includes the nuclear family plus other relatives such as grandparents, uncles and aunts, cousins, and in-laws. The family into which one is born is called the family of orientation, whereas the one established by marriage is the family of procreation. Household is another term frequently used by marketers when describing consumer behavior. Household differs from family, in that household describe all the persons both related and unrelated who occupy a housing unit. Families have higher median incomes than do households because of the greater number of employed individuals in families. For both families and households the four structural variables that impact purchasing decisions most and that are therefore of primary interest to marketers are the age of head of household or family, marital status, presence of children and employment status. However, the way families make decision can be better understood by consulting sociological dimensions such as cohesion, adaptability and communication.