Family decision making decision dominance structure analysis—An extension
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 1
Abstract
A new group oriented methodology is applied to the study of decision dominance structures using a sample of 155 husband and wife dyads from a midwestern consumer panel. A frequency analysis within family dominance groups reveals the five most important decision criteria used by that group of families to make a purchase of men's and women's clothing, vacations, life insurance, and homeowner/renter insurance. Differences in decision structure across classifications are also examined. Possible explanations for these differences are discussed.
Keywords
Decision Criterion, Consumer Research, Decision Structure, Purchasing Decision, Consumer Decision
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