Dimensions of Marital Roles on Product Purchase Decision-Making

Abstract

Background: Since the 1970s, we are well aware that there is a tremendous change in product purchase decision-making by family members in a home. In this, the husband and wife have an equal role in the purchase of household appliances. This is governed by demographic factors such as the increasing number of female workers, higher education levels, and the delayed age of marriage. Objective: The purpose of the study is to analyse the dimensions of marital roles in the decision-making process in purchasing home appliances. Materials and Methods: Due to COVID-19 Quarantine Period, the researcher has chosen the online survey method to collect the respondents' data. It was decided to use a non-probability convenience sample technique. The sample was made up of 106 respondents who filled out the questionnaire. Results: From the analysis, we found that the wives show their involvement in the purchase of television only, most of the purchase sub-decisions were made by the husband alone, whereas a few purchases sub-decisions were done jointly by both husband and wife. The study reveals that the joint decision-making by husband and wife was found for the actual purchase decision in the refrigerator and air conditioner, while the purchase of television as well as washing machine, husband decision-making was found for the actual purchase.