A Study on Role Structure of the Family in the Purchase Decision-Making

구매의사결정시 가족의 역할구조에 관한연구

The purpose of this study is to find the role structure of the family in each step of he purchasing decision-making on 11 items of commodities. The data collected through the questionnaire and 600 respondents were the married men and women in Seoul. The 554 data were analyzed using Frequency Percentile Means and Correspondence analysis. As the results the wives role was the greatest of all in the families role. But in practice regarding costly goods housing or car husbands' role was greater than wives' role. Children indirectly had influence on parents' decision-making especially regarding a computer.