The results of this study indicate that role structure in family house buying decisions is affected by household characteristics which are often used as bases for market segmentation. Education, occupational prestige, and the wife's employment status appear to be the most useful predictors. There was considerable variation in the relative importance of different determinants across sex, culture, and role structure measure.
The family characteristics and other influences upon role allocations considered here are an insufficient set of role structure determinants. Other variables such as attitude, experience, and decision making constraints (e.g., time pressure) should be incorporated in future studies to provide a more complete basis for models of family buying decisions. Measures of the attitude structure and personal involvement of each spouse, and their interplay with product experience variables appear to be particularly attractive areas for further research on housing decisions.
The evidence concerning role structure effects was rather disappointing. Though empirical research concerning these relationships is very scanty, the available conceptual models suggest a stronger association with search behavior and postpurchase satisfaction than the data indicate. These results suggest that role structure has relatively little direct influence upon other types of behavior within the decision process. The findings about the interrelationships between roles in housing decisions and expenditures for related goods are more promising, and they will be examined further for insights into the interdependency among buying decision processes.
The results of this study indicate that role structure in family house buying decisions is affected by household characteristics which are often used as bases for market segmentation. Education, occupational prestige, and the wife's employment status appear to be the most useful predictors. There was considerable variation in the relative importance of different determinants across sex, culture, and role structure measure.The family characteristics and other influences upon role allocations considered here are an insufficient set of role structure determinants. Other variables such as attitude, experience, and decision making constraints (e.g., time pressure) should be incorporated in future studies to provide a more complete basis for models of family buying decisions. Measures of the attitude structure and personal involvement of each spouse, and their interplay with product experience variables appear to be particularly attractive areas for further research on housing decisions.The evidence concerning role structure effects was rather disappointing. Though empirical research concerning these relationships is very scanty, the available conceptual models suggest a stronger association with search behavior and postpurchase satisfaction than the data indicate. These results suggest that role structure has relatively little direct influence upon other types of behavior within the decision process. The findings about the interrelationships between roles in housing decisions and expenditures for related goods are more promising, and they will be examined further for insights into the interdependency among buying decision processes.
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