Dimensions in Family Decision Making Revisited

Volume 15, Number 3 Article by Pavleen Soni , Raghbir Singh September, 2003

Dimensions in Family Decision Making Revisited :

The family as a reference group has one of the strongest, most immediate and pervasive effects on a consumer’s personality, motivation, and attitudes. From the marketing point of view, investigating the family as a consumption unit becomes crucial since attitudes towards saving and spending, and even towards brands and products, are often moulded by the family. Family decision making is a widely researched topic in the US and other western countries. The parameters on which such studies have been conducted include role structure and relative influence, employment status of women and effect of sex-role orientation, the role of children in family decisions, conflict resolution, pattern of interaction, family life-cycle and purchasing and consumer involvement. Family structures the world over are undergoing a metamorphosis which entails that each of these variables be examined in the light of their confounding effects on other variables. In spite of the fact that Indian families have been found to be more cohesive in consumption habits, the topic has not attracted due attention from researchers in India. Soni and Singh survery the literature to identify avenues for future research. A checklist has also been provided for marketers to ensure that vital information is collected before formulating a successful marketing strategy.

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