Role of females in family

ROLE OF FEMALES IN FAMILY
BUYING DECISION-MAKING—A STUDY
AMONG FEMALES IN UTTRAKHAND
Som Aditya Juyal and M. P. Singh
The objective of this research paper is to investigate the effects of female role orientation on role structure in the
family decision making. Five different purchase decisions were examined. A total of 300 females were interviewed
in Dehradun district of Uttrakhand. Structured questionnaires were used to interview females. It was found that
there is difference in female role orientation vis-à-vis their family type (joint or nuclear), age, education and
income levels. Females are found to play more positive role in the purchase of durables they personally use than
the durables for the family usage.
KeyWords:FemaleBuyingBehaviour,ConsumerDurables,Family,FemaleRoleOrientation
INTRODUCTION
F
amily members may have different roles to play
in making decisions within the family. They may
initiate demand or contribute information, and they
may decide on where to buy, which brand and style to buy,
how to pay for the products, how to consume any product,
what benefit to expect from such products, and how to share
their roles in maintaining the product. Past research in this
area has found that the roles played by family members
differ with regard to the product being purchased, the stage
in decision-making process, and characteristics of families
and spouses (Belch and Ceresino, 1985; Davis, 1976;
Piron, 2002; Webster, 1995). These roles may change
over the period due to changes in the environment such
as economic development, which consequently may lead
to adjustments in the role structure of the decision-making
process. Changes are also occurring in the perception of
role of women in the societies. These changes in education,
the advent of career women, and the growing number of
dual-income families have challenged earlier beliefs on the
role structure and purchase influence (Webster, 1995).
Female Role Orientation
Sex role orientation is made up of norms that reinforce
gender inequalities between male and female, specifically
between husband and wife (Qualls, 1987). These
values were inculcated in the young individuals in their
socialisation process. The norms and specific behaviour of
each spouse are brought into marriages and are reflected in
many ways, one of which is the family buying process. Sex
role norms dictate the appropriate behaviour patterns and
roles to be played by each spouse. Conflicts may arise if the
ideologies of the husband and wife do not match. Among
the variables that are thought to affect sex role orientation
are individual attitude, lifestyle norms and demographic
variables. Sex role norms may be thought of as being on
an array along the continuum from traditional to modern.
A traditional view reflects distinct roles for the male and
female. A modern or nontraditional sex role ideology
is based on an equal distribution of power between the
husband and wife. Sex role norm is an important factor in
the family decision-making, especially in the context of
the wife’s involvement in the decision-making processes.
Even though numerous studies have supported this idea
(Qualls, 1987; Scanzoni and Polonko, 1980), additional
studies need to be conducted to investigate whether there
are any differences in sex role orientation among races in a
developing, multi-racial country and what factors influence
the perceptions of sex role orientation. It is anticipated that

16 • Juyal and Singh
VISION—The Journal of Business Perspective • Vol.13 • No. 4 • October-December 2009
modernisation changes some cultural norms, such as sex
role norms, creates more opportunities for women to work
outside the house, delays in marriages, and shifts societal
standards (Lee and Beatty, 2002; Qualls, 1987). These
trends would consequently lead to some adjustments in
the family in terms of the relative influence of husbands
and wives in the family decision-making. Moreover, the
changes also alter composition and decision role structure
of families. When wife is employed outside the home
and contributes an income comparable to the husband’s,
new role structures emerges within the family that usually
involve wife having more power and influence in the
family’s major economic decision-making. This research
systematically investigates how modernisation affects the
perceptions of sex role orientation and how it will be useful
for both regional and national marketers in Uttrakhand
State. As many other states in India are going through
a similar process, the findings of this research can be
extrapolated to other settings.
The major objectives of the study is to uncover the
general patterns of family decision-making in Uttrakhand
involving females and their buying role orientation for
consumer durables, and to investigate the variables which
affect female role orientation. The relevant questions
which have been addressed include:
1. Are there any differences in the female role
orientation among different demographic groups
in Uttrakhand?
2. What is the influence and role of females in the
family purchasing decisions of durable products?
REVIEW OF LITERATURE
Changes in the economic environment have led to changes
in the roles of husbands and wives (Cherlin, 1992;
McConocho and Tully, 1993). The authors concluded
that even though changes in the environment brought
transformations in the decision-making roles, these
changes could not be generalised to all products though.
Sex role orientation involves those values and norms that
are related to the duties and responsibilities of each sex.
The behaviour of each spouse within the family is affected
by the attitude norms and preferences which each spouse
brings into the family. These norms are, in turn, shaped by
the factors including individual attitudes, attitudes of each
spouse’s parents, and the environmental factors.
Several studies reported diminishing role distinctions
between men and women, resulting into more complex and
vague roles. According to Green and Cunningham (1975),
more women are performing traditionally male dominated
tasks and vice versa, and with the increased autonomy,
the wife is able to have more influence in the decisions
within the families. One of those areas affected by the
diminishing sex role distinction is in consumption aspects
of family decision-making. In Green and Cunningham’s
study, a sample of 257 married women was divided into
the groups of conservatives, moderates, and liberals. The
findings showed that husbands of liberal wives make
relatively fewer decisions compared to the husbands of
moderate and conservative wives. Decisions related to
groceries were found to be wife dominated in the three
groups, and decisions related to life insurance were
husband dominated. Decisions regarding to the purchase
of furniture were reported to be made jointly. Interestingly,
decisions related to the purchase of major appliances,
automobiles, and vacations were reported to be related
to the attitudes of the wives. In each of these categories,
the husbands of the liberal wives made fewer decisions
relative to the husbands in the other categories. The authors
concluded that the relationship between purchasing
behaviour and sex role orientation is product specific, and
that the influence of the husband is declining. The body of
knowledge in sex role orientation is supported by the fact
that more decisions are made using an egalitarian approach
with the husbands and the wives sharing decision-making
tasks. Younger, more educated couples and couples with
higher social class were also found to have modern sex role
norms (Davis, 1976; Filiatrault and Ritchie, 1980). It was
suggested that couples with modern sex role orientations
will make more joint decisions relative to the couples with
more traditional sex role orientations, who will be more
likely to have one spouse dominate the decision-making
process. Traditional sex roles are rigid and tend to make
the decision-making in the family less complicated, i.e. the
expected roles and responsibilities of each spouse are quite
clear. With the modern sex roles, the expected behaviour
of each spouse is less predictable due to the flexibilities
and autonomy associated with each role, complicating the
decision-making process.
In a study involving single and dual income families,
Sexton and Perlman (1989) reported that dual income
wives perceived themselves as less feminine than the single
income wives, even though their perceptions of masculinity
were not significantly different. The authors suggested that
these results were indications that, at very least, career-
minded women in the sample perceived themselves as
having attributes traditionally regarded as masculine. In
further analysis, the authors reported that even though
wives are different in terms of their traditional orientation,
they did not show significant differences in terms of
power structure in the family. This finding suggests that
even though couples are different in terms of their marital
structure, the ideology of marital power is similar. Sex role
orientation is also found to affect equality or inequality

Role of Females in Family Buying Decision-Making - A Study Among Females in Uttrakhand • 17
of power between the spouses (Scanzoni, 1982; Scanzoni
and Polonko, 1980). Attitudes toward the wife’s career and
sharing of responsibilities in the household were found
to influence the determination of roles in the family’s
financial management. Webster (1995) found that the most
important factor for wives in determining role structure for
high involvement products is sex role orientation. Wives
with high modernity in sex role orientation have high
orelative influence. However, husbands with modern sex
role orientation have low relative power. In a related study,
Piron (2002) found that husbands of working wives more
often share household chores since their wives started
working outside the home.
As can be seen from the discussion in this section,
sex role orientation and task allocation within a family
are changing; therefore, traditional generalisations about
family decision-making may be obsolete. Non-traditional
husbands are playing greater role in the purchase of
traditionally wife-dominated products and wives are
playing a more active role in the traditional husband
dominated purchases such as durable goods and financial
management. Two hypotheses were developed for this
study.
H1: Demographic factors have a significant influence
on female purchase decision making.
H2: Females play more significant role in purchase
decision for their self usage durables than durables
for the family usage.
METHODOLOGY
Personal interviews using a structured questionnaire were
used for data collection. Data were collected from a sample
of 300 females. This study investigated the role structure
of females in the decision-making settings of purchasing
consumer durables. These products were chosen for
the study because of several considerations. First, these
products represented two categories, durables for family
usage (colour television, washing machine, refrigerator
and car), and durables for self usage (mobile phone and
two-wheeler).
In this study, family purchase decision-making was
operationalised as the decision-making process that a
female (house lady) along with other family members
(husband and children) participates in the purchasing
process of a particular product used by self or the whole
family.
The study was conducted in the Dehradun district
of Uttrakhand State and the survey included Dehradun,
Rishikesh and Musorrie districts. Dehradun being the state
capital is most advanced and economically prosper region
and has a higher education level and employment among
females thus, providing a formidable rationale to conduct
the study.
The research instrument included both qualitative
and quantitative questions. Information regarding brand,
usage period, source(s) of information regarding product
purchase, who contributes in product decision related to
brand, design, colour, size, timing of purchase and from
where to purchase (dealer), influence on media and their
rating was also collected. To ascertain the buying behaviour
and attitude among females five point Likert scale was
used (1-Strongly Disagree and 5-Strongly Agree).
To analyse the data statistical tools like Independent
Sample t-Test, and One Way ANOVA has been used.
DESCRIPTIVE PROFILE OF THE
RESPONDENTS
Frequencies and percentages of the sample for
corresponding demographic variables are shown in the
Table I.
As can be seen from the table, almost 60 percent of the
females are from nuclear families. And about 60 percent of
females had a family size of not more than four members.
The age group of female respondents was largely in the 31
to 40 years (51 percent) and 41 to 50 years (34 percent).
Majority of them had Post Graduate (39 percent) or
Graduate (36 percent) as educational qualification.
Income of respondents largely falls in the bracket of
rupees 30,000 to rupees 45,000 (36 percent) or rupees
15,000 to rupees 30,000 (30 percent).
Occupation among the respondents is mainly education
(40 percent), government service (10 percent), doctor (8
percent) and engineer (3 percent). About 30 percent of
respondents surveyed are housewives.
RESULTS
H1: Demographic factors have a significant influence
on females purchase decision making
This hypothesis was tested by using independent sample
t-test and ANOVA for various demographic variables.
• Females in the joint families were found to be careful
and considerate about the kind of impression they
make while purchasing than their counterparts in
the nuclear families. This was concluded from the
independent sample test conducted with females in the
joint families (3.62) having a higher mean score than
the females in the nuclear families (3.40). Statistically,

the difference was found to be significant at t-value
of 2.23 and significance level of 0.026 (refer table 2).
• Education level of females has a significant influence
in their purchase decision. As the education level of
females increases so does their ability to take decisions
on their own. It is concluded form One Way ANOVA
conducted among females with different education
levels and how confident they are to take decision
on their own. Females with education up to school
level had least scores (2.58) which steadily increased
as their education level. The score increases as we
move from graduates (2.65) to post-graduates (2.75)
and professionals (3.08). The result was found to
be statistically significant at F-value of 2.654 and
significance level of 0.049 (refer table 3).
• Level of education of females also influences the
extent to which they are worried about the impression
they are going to make with their purchase decisions
among the family members. This is observed by One
Way ANOVA conducted among the females with
different education levels and the extent to which
they are worried about the impression their purchase
decisions would create among the family members.
Females with only school level are worried the most
(3.76). This score lowers down as we move up the
education level among females, graduates (3.59), post
graduates (3.54) and is least for professionals (3.10).
The result was found to be statistically significant at
F-value of 5.232 and significance level of 0.002 (refer
table 4).
• Age was found to have a significant impact on
female’s being dependent on others for the purchase
decision. One Way ANOVA was conducted to find
out the differences in the dependency level among
females with different age groups. The mean scores
suggest that as age increases there is decrease in their
dependency for taking purchase decisions on others. It
is least in the age group of 21 to 30 years (2.90) and
steadily decreases as the age of females’increases to 31
to 40 years (2.84), 41 to 50 years (2.68) and is lowest
for females in the age group of 51 and above (2.08).
The result was found to be statistically significant at
F-value of 2.661 and significance level of 0.048 (refer
table 5).
• Similarly as age increases so does their extent of
taking decisions on their own. One Way ANOVA was
conducted to find out the extent to which females take
their own decisions vis-à-vis their age. The responses
generated suggest that females with higher age group
feel free to make their own decisions in comparison
to females who are younger. The mean score is lowest
for females in age group of 41 to 50 years (2.36), and
is almost same for age group of 21 to 30 years (2.54)
and 31 to 40 years (2.57). It is highest for age group of
51 and above age group (3.33). The result was found
to be statistically significant at F-value of 3.802 and
• Occupation of females has an influence on the extent
to which they consider other people’s opinions while
taking decisions. The One Way ANOVA conducted
supports the fact that occupation of females influences
their level of consideration of other’s opinions while
purchasing. Professionals are found to be least
considerate of other views (3.18). So are government
employees (2.93) and teaching fraternity (2.73), in
that order. However self-employed and housewives
are most considerate of other people’s opinions
and suggestions (2.65 each). But the differences are
not statistical significant at F-value of 2.052 and
significance level of 0.087. However, the differences
can be considered to be indicatively significant at 0.10
level of confidence (refer table 7).
• Occupation of females also influences the extent to
which they are concerned about the kind of impression
they will make with their family by taking a purchase
decision. The One Way ANOVA conducted indicates
that teachers (3.63), self employed (3.53) and
housewives (3.47) are highly concerned about the
family and what impression their purchase decision
will create among them. Professionals (3.15) and
Government Employees (3.34) are less concerned on
what impression their purchases will create on the
minds of their family members. But the differences
are not statistical significant at F-value of 2.373 and
• Income levels of family influences the female’s
perception that other people may find fault in their
purchase decision making. The One Way ANOVA
conducted to study the influence of family income
on female’s perceived level of fault other will find
on her purchase. To a greater extent we see that as
income increases so does their fear that other people
may find fault in their purchases. It is highest for
the income group of rupees 30, 001 to rupees 45,
000 (3.67) and almost same for income groups of
rupees 15, 001 to rupees 30, 000 (3.30) and rupees
45, 001 and above (3.27). It is lowest for the income
group of rupees 15, 000 or less (3.14). The result
was found to be statistically significant at F-value
of 3.561 and significance level of 0.015 (refer
table 9).
H2: Females play more significant role in the
purchase decision for their self usage durables than
durables for the family usage.

The role of females in purchase decision was studied
by analysing their decision making in the brand, design,
colour, and size of durable purchased along with the
timing of purchase and dealer from where the durable is
purchased. The study as discussed earlier was conducted
for colour television, washing machine, refrigerator, two-
wheeler, car and mobile phones.
• In deciding the brand of the durable to be purchased,
females have a high say for mobile phones (50.2
percent) and least for car (01.3). The females also
play not so significant role in the brand decision for
colour television (9.7 percent), washing machine (20.5
percent) and refrigerator (16.6 percent). However,
females seeming appear to have a larger say in
the brand decision for two-wheeler (25.9 percent).
Females largely depend on their husbands while
deciding which brand of colour television (55.3
percent), washing machine (29.5 percent), refrigerator
(29.7 percent), two-wheeler (26.5 percent), car (34.8
percent) and mobile (31.9 percent). Females along
with their husband play a prominent role in deciding
the brand to be purchased for washing machine (33
percent), refrigerator (40.2 percent), and two-wheeler
(26.5 percent). Children, in the family, play a limited
role in deciding the brand of consumer durable to
be purchased. Car purchase is supposedly a family
decision making (48.1 percent) (refer table 10A).
• Females seemingly appear to have a higher level of
decision-making when deciding the design or model of
the brand is to be purchased. They have significantly
higher say than their husbands while deciding the
design or model of durable for mobile (53.4 percent)
and two-wheeler (27.8 percent) than other family
members. Design of car to be purchased is largely
a family decision (47.8 percent) or decided by the
husband (26.4 percent). Husbands evidently dominate
the design decision for colour television (45.3 percent).
Joint decisions by husband and wife appear to play
prominent role in washing machine (34.3 percent)
and refrigerator (38.2). Females have greater say
while deciding the design for washing machine (29.5
percent), and refrigerator (28.0 percent). Children of
the family play insignificant role in deciding the design
of brand to be purchased (refer table 10B).
• When deciding about the colour and styling of the
brand of durable to be purchased, females evidently
appear to play more important role. They contribute
more than any other family member when deciding the
colour and styling of durables mobile (53.8 percent)
and two-wheeler (29.6 percent). Husbands dominate
only in deciding the styling and shade of colour for
colour television (39.7 percent). Even for car it is
both husband and wife (15.7 percent) who decide it
together. Besides car joint decisions dominate for
washing machine (33.6 percent) and refrigerator (37.5
percent). Children appear to be more concerned about
the colour and styling of two-wheeler their parents buy
(21.0 percent) (refer table 10C).
• Size of durable purchased gains prominence as
either both jointly decide or either of the two takes
the decision. Females are more concerned about the
size of mobile phone they need to buy (53.0 percent).
Males dominate the decision regarding the size (cms)
of colour television to be purchased (44.3 percent).
Jointly the two decide for the size of washing machine
in kilograms (40.3 percent), refrigerators in liters
(40.9 percent) and two-wheelers in cc (30.4 percent).
Females contribute higher in the decision making
regarding the size of durables than males for washing
machines (29.1 percent), refrigerators (24.7 percent)
and two-wheelers (28.6 percent). Deciding about
the size (capacity) of car to be purchased is largely a
family decision (48.4 percent) (refer table 10D).
• Except for mobile phones (45.0 percent) females play
no major role in deciding the timing for purchase of
durables. Husbands dominate in deciding the timing
for purchase of colour television (52.8 percent) and
also contribute significantly in deciding the purchase
timings for washing machines (38.8 percent),
refrigerators (37.8 percent), two-wheelers (34.6
percent), car (33.3 percent) and mobile (36.0 percent).
However, it is the joint decision of both male and
female spouse that dominates the timing of purchase
decision making for washing machines (43.7 percent),
refrigerators (46.6 percent) and two-wheelers (41.4
percent). Car, as always, is a family decision making
(40.3 percent) (refer table 10E).
• Deciding on the place or dealer from where the durable
is to be purchased is primarily dominated by males.
Even for mobile phones where females largely decide
the brand, design, size, colour and timing of purchase,
males dominate (52.5 percent) than females (33.5
percent). For other durables males are major decision
makers for colour television (65.7 percent), washing
machines (54.9 percent), refrigerators (51.2 percent),
two-wheelers (53.1 percent) and car (41.5 percent)
(refer table 10E).
CONCLUSION
Female’s purchase roles and decision making ability is
affected by their family type (joint or nuclear), education
level, age, occupation and income levels. Females
living in joint family setup are more concerned about the
impression their purchase decisions will make on their in-

laws. Their concern purports the social and cultural fabric
where in-laws, particularly parents occupy a higher level
of importance than the spouses. The age of females has a
meaningful impact on their purchase decision. We find that
as the age of females increases so does their confidence
and trust on the purchase decision they take. Education
improves the purchase decision making capabilities
amongst females. Higher education also makes them
free and confident about the purchase decision they take.
Professionals were found to be more free and relaxed
when taking the purchase decision. They do not give much
importance to what others feel about the purchase decision
they take either within the family or in their social circles.
Housewives and self-employed females, on contrary, are
quite considerate of other people’s views both in the family
and social circles. Females employed as professionals
are more confident, outgoing and trust themselves in
the decisions they take. Housewives and self-employed
females on the other hand are more reliant on their spouses
and other family members and lack confidence to undertake
independent decisions. Income levels of family also affects
the way females perceive that other people feel about their
purchase decisions. Females with high income bracket
are more confident and less concerned about the societal
norms and thus ignore what others feel about their purchase
decisions. Among the low income groups, the purchase is
more in the basic product category and hence the fallacy of
what other perceive about their purchase decision is not so
significant. However it is the higher mid income group that
is more considerate about scaling the social ladder and thus
give importance to what others perceive about the brand
and durables they purchase.
Females are found to play a significant role in the
purchase of mobile phones. Being a personal device
females contribute largely in all aspects of buying decision
making while deciding the purchase of mobile phones.
Their role is also found to be significant while deciding the
purchase of two-wheelers. Today, females are employed
and require a personal vehicle to commute. Females largely
decide on design, colour, and size of two-wheelers to be
purchased, whereas their husbands or both together decide
the timing and dealership from where the two-wheeler is
to be purchased. Home use durables like washing machine
and refrigerator purchase have a major influence of
females. Females predominantly decide the design, colour
and size of washing machine to be purchased. It is female
who generally use the two and hence have major say in
deciding the deciding the design, colour and size. Children
have not so significant role in deciding the purchase of
durables, except for two-wheelers and that too is limited to
colour and style of two-wheeler to be purchased. Car being
a family possession, all related decisions are largely taken
by the whole family.
ANNEXURE
Table 1: Demographic Profile
Family
Setup
Joint 40.7
Nuclear 59.3
Family Size
Up to 4 59.0
5 to 10 33.7
More than 10 07.3
Age Groups
21 to 30 years 11.0
31 to 40 years 50.7
41 to 50 years 34.3
51 to 60 years 04.0
Education
School Level 05.7
Graduate 36.3
Post graduate 39.0
Professional 19.0
Income
Up to Rs. 15, 000 04.7
Rs. 15, 001 to Rs. 30, 000 30.3
Rs. 30, 001 to Rs. 45, 000 35.7
Rs. 45, 001 and above 29.3
Occupation
Education Govt. Service 09.6
Doctor 07.7
Engineer 02.7
Advocate 00.7
Self Employed 10.7
Housewife 29.7
All values in percent
Table 2: Family Type and Purchase Consideration
Family Type N Mean SD
Joint 122 3.62 0.76
Nuclear 178 3.40 0.92
Independent Sample t-Test
t-value 2.233
Sig. 0.026*
Table 3: Education and Purchase Decision Making
Education N Mean SD
School Level 17 2.58 0.93
Graduate 109 2.65 0.97
Post Graduate 117 2.75 0.77
Professional 57 3.08 1.00
ANOVA
F-value 2.654
0.049*Sig.

Table 4: Education and Family Concernsg
Education N Mean SD
School Level 17 3.76 0.83
Graduate 109 3.59 0.80
Post Graduate 117 3.54 0.85
Professional 57 3.10 0.91
ANOVA
F-value 5.232
0.002**Sig.
Table 5: Age and Purchase Dependence
Age N Mean SD
21 to 30 years 33 2.90 1.12
31 to 40 years 152 2.84 1.01
41 to 50 years 103 2.68 0.97
51 to 60 years 12 2.08 0.28
NOVA
F-value 2.661
0.048*Sig.
Table 6: Age and Self Purchase
Age N Mean SD
21 to 30 years 33 2.54 0.97
31 to 40 years 152 2.57 1.03
41 to 50 years 103 2.36 0.88
51 to 60 years 12 3.33 0.88
ANOVA
F-value 3.802
0.011*Sig.
Table 7: Occupation and Purchase Opinions
Occupation N Mean SD
Teaching 117 2.73 1.01
Govt. Employees 29 2.93 1.16
Professionals 33 3.18 1.04
Self Employed 32 2.65 0.90
Housewife 89 2.65 0.93
ANOVA
F-value 2.052
0.087+Sig.
Table 8: Occupation and Purchase Opinions
Occupation N Mean SD
Teaching 117 3.63 0.79
Govt. Employees 29 3.34 1.11
Professionals 33 3.15 0.87
Self Employed 32 3.53 0.80
Housewife 89 3.47 0.86
ANOVA
F-value 2.373
0.052+Sig.
Table 9: Income and Family Concerns
Family Income N Mean SD
Up to Rs. 15, 000 14 3.14 0.94
Rs. 15, 001 to Rs. 30, 000 91 3.30 1.10
Rs. 30, 001 to Rs. 45, 000 107 3.67 0.90
Rs. 45, 001 and above 88 3.27 1.04
ANOVA
F-value 3.561
0.015*Sig.
** Significance at 0.01 level
* Significance at 0.05 level
+ Indicative Significance at 0.10 level
Table 10A: Decision Maker in a Family- Brand of
Durable to be Purchased
Member CTV WM REF TW CAR MOBILE
Husband 55.3 29.5 29.7 26.5 34.8 31.9
Wife 09.7 20.5 16.6 25.9 01.3 50.2
Both 23.3 33.6 40.2 26.5 13.3 06.1
Children 00.7 01.9 00.3 07.4 02.5 05.4
Family 11.0 14.6 13.2 13.6 48.1 06.5
Table 10B: Decision Maker in a Family-Design and
Model of Durable to be Purchased
Husband 45.3 21.6 17.2 24.1 26.4 29.7
Wife 17.3 29.5 28.0 27.8 2.5 53.4
Both 21.7 34.3 38.2 27.2 18.9 07.9
Children 04.3 04.1 02.7 13.6 04.4 05.7
Family 11.3 10.4 13.9 07.4 47.8 03.2
Table 10C: Decision Maker in a Family- Colour and
Style of Durable to be Purchased
Husband 39.7 19.4 12.8 16.0 14.5 26.9
Wife 13.3 25.0 28.0 29.6 9.4 53.8
Both 20.3 33.6 37.5 25.3 15.7 00.7
Children 09.3 06.7 06.8 21.0 10.1 07.2
Family 17.3 15.3 14.9 8.0 50.3 02.5

Table 10D: Decision Maker in a Family- Size of Durable
to be Purchased
Husband 44.3 21.6 23.3 24.8 25.8 29.7
Wife 11.3 29.1 24.7 28.6 01.3 53.0
Both 29.7 40.3 40.9 30.4 19.5 11.1
Children 03.0 01.5 01.4 07.5 05.0 03.2
Family 11.7 07.5 09.8 08.7 48.4 02.9
Table 10E: Decision Maker in a Family–Timing of
Durable to be Purchased
Husband 52.8 38.8 37.8 34.6 33.3 36.0
Wife 06.0 10.4 05.7 15.4 00.6 45.0
Both 31.8 43.7 46.6 41.4 25.2 16.9
Children 00.3 00.4 00.3 02.5 00.6 00.7
Family 09.0 06.7 09.5 06.2 40.3 01.4
Table 10F: Decision Maker in a Family–Dealer from
where Durable to be Purchased
Husband 65.7 54.9 51.2 53.1 41.5 52.5
Wife 03.3 06.7 05.1 13.0 22.6 33.5
Both 22.7 34.7 36.6 28.4 0.00 11.5
Children 00.3 00.4 00.3 02.5 00.6 01.1
Family 08.0 03.4 06.8 03.1 35.2 01.4
All values in percent
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Som Aditya Juyal (aditya.juyal@gmail.com) is an Associate Professor in Marketing at the Faculty of Management, Graphic Era University, Dehradun.
He has an experience of more than a decade in Industry and Academics. His area of interest includes Customer Relationship Management, Retail,
Research and Strategic Management.
M. P. Singh (dmps96@yahoo.com) is Professor of International Marketing and Economics at the Faculty of Management, Graphic Era University,
Dehradun. He has an experience of more than 15 years in teaching and research. His area for academic research includes Consumer Behaviour,
International Marketing and Rural Economics.

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