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11 as husband dominant wifedominant joint or

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Unformatted text preview: initiator, decider and purchaser when buying a cold drink for her child at a café. Another scenario might see the father as the initiator and decider, whilst the child is the influencer and the mother the user. It is useful to note that during important purchases, the family may look for information to assist them [Hawkins et al., 2001:206]. The nature of family buying roles has subsequently leaded to family decision-making being traditionally categorised (as shown in figure 2.11) as husband-dominant, wifedominant, joint or individualized [Engel et al., 1995:750; Creighton, 1994:35; Witt, 1997:253; and Hawkins et al, 2001:207]. 64 Figure 2.11: Family decision-making roles Wife Dominant W omen's clothing Groceries Children's clothing Pots & pans Non-Rx drugs Lamps Upholstery Women's jewelry Toys & games Carpets/rugs Luggage Vacations Joint TV sets Fridge Indoor Paint/wallpaper Autonomic Stereo Financial planning Men's Leisure clothing Camera Men's business clothing Family vehicle Sporting equipment Hardware Lawn mower Husband Dominant 100% 50% 0% Source: Engel, J.F., Blackwell, R.D., Miniard, P.W., 1995, Consumer Behavior, 8th edition, U.S.A.: Dryden Press, p. 750. Figure 2.11 shows how the bottom part of the triangle is deemed to belong to decisions made by the husband, whilst the top part reveals the decisions predominantly made by wives. The centre point is the contribution made by both the husband and wife. This traditional view, of what men and women would buy, is believed to be outdated and therefore cannot be used to the extent used in the past by researchers. The increase of single parents and the decline of gender differences are typical complications [Chirazi, 2002:18; Engel et al. 1995:750; Canedy, 1998:6; and Ruth & Commuri, 1998:400]. One 65 will also notice that the role played by children has been left out. More and more researchers are agreeing that the influential role of children is increasing, thus qualifying the need for new research models [Fairall, 2001:73 and Kwai-Choi Lee & Collins, 2000:1181; Kim & Lee, 1997:307; and Beatty & Talpade, 1994:332]. It is postulated that families partake in two types of decision-making processes. The first is consensual, where the family agree on the purchase but need to agree how it will be achieved subsequently leading to some form of information searching. A case in point is how a family all agree on stopping at a particular petrol station on their holiday journey. The second type of decision-making process, often regarded as the norm, is accommodative, where the family cannot agree [Brassington & Pettitt, 1997:118 and Lackman & Lanasa, 1993:110]. For example, two parents may refuse to buy their children fizzy cold drinks, despite their children’s plea. It is inevitable that disagreements will occur during family decision-making. There are, however, general approaches used by consumers to resolve conflicts. Bargaining is used when a parent is prepared to...
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