m This study is a partial replication of an earlier study by Davis

mThe study was conducted at Chicago in 1969.

m The study describes about the role of Men and Womenǯs decision making
while purchasing FURNITURE and AUTOMOBILES.

mThe study insists that each and every purchase involves various components
where these ate influenced by the family members.
mThe study concludes that M

showed a definite stronger
influence in   
  M
 and the 

 showed a stronger
influence on  
   M


m husbandǯs showed a higher influence for allocation decisions

m Wives showed a higher influence in selection decisions.

m The study also provides an additional information related to

The future decision making process that , as the trend gets changing at
an advanced stage, their decision making will also get equal in a short
span of time.
 The individuals purchase decisions varies from Americans to Indians and
thus the study gives a note on the Indian Context.

 ˜
˜  

0 
 


  It is common feature in India
0^
 

 
 ^usbands have more influence on
decision making than wives.
0
  
 

 In such circumstances the couple would
have received durables as marriage gifts and thus they would not have
much experience in the purchase.
0


 The savings pattern in India is an important feature
whereas this is not the case in west and therefore they buy durables
and other essentials in a short span of time and the Indians lag in
those. [they take some time to purchase expensive products like these]
OO^ ˜ 

To examine the relative influence of husbands and wives roles in two consumer
purchase situations- automobiles and furniture.

^




0The data for this study were collected from 40
upper middle class couples in nuclear families.
0 The husbands age was 30 years and above
0 The households had purchased an automobile
and some furniture within 5 years preceding the
research study.
 OO^ ˜ O
 

The data were collected through a structured questionnaire

through personal interview conducted separately with the
husband and wife.

 O
  

5-Points rating scale was used for measuring

the relative influence on purchase and decision
making.
   ˜ 

The study reveals that husbands dominate in automobile decisions and

wives in furniture decisions. And the husbands show higher influence
in allocation decisions and wives in product selection process. 3 cases
were ^IS dominance were higher was at
0 when to buy
0^ow much to spend
0What colour to buy

3 cases were ^ER dominance were higher was

0Where to buy
0What make
0What model(automobiles)