Role of Urban Household Family Members in Family Purchases in Bangladesh
Muhammad Ziaulhaq Mamun,
Md. Zahid Hossain
A variety of household purchase decisions are taken by different members of the families in different
occasions. It is important for marketers to understand the role of the decision-maker for family
purchases so that household purchasing behavior can be gathered and underlying consumer psychology
for purchase decisions can be better understood. This research attempts to explore the decision-making
factors of urban family members in different family purchases. The study found that family members’
occupation plays the most significant role in household financial purchases followed by ideology,
children number, education, earning, and marriage maturity. It is noted that male members opinion,
neighborhood influence, collegial advice, gender bias, ancestral traditions, and extraversion are less
agreed factors in financial family purchases. Regarding involvement in purchase actions husband found
to dominate in actual task of buying, payment decisions, purchase location, financial product purchase
(bank/insurance), luxury product purchase, electronic appliances purchase, emergency purchases, and
off-line purchases. Whereas, wife found more involved in demand initiation, groceries purchase, buying
daily necessities, buying in different occasions, product replacement, online purchases. Husband and
wife together are more involved in brand product purchase, purchase reduction, and purchase mode
decision. Children are found involved mainly in online purchases, whereas all family members together
are found in sharing valuable product information.
