AN INVESTIGATION OF THE RELATIVE IMPORTANCE OF MEDIATORS IN FAMILY PURCHASE DECISION MAKING

AN INVESTIGATION OF THE RELATIVE IMPORTANCE OF MEDIATORS IN FAMILY PURCHASE DECISION MAKING

Abstract

In designing the marketing programme for a given target a manager is interested in the sensitivity of the buyers of the combination of satisfactions he puts together often called a product or service. It is even more important that the key decision maker or influencer is known if the marketing programme is to be effective. Often times however, this decision maker or influencer may hardly be known thus leading to a buyer-product mismatch and non attainment of the marketing objectives. In the case of family purchase decisions it is important that the marketer knows which family member influences the decision to buy his product or service most. Studies (Davies (1965; 1970) to lately Corfrnan (1987), Foxman et al (1989), Childer’s and Rao (1992), Alba et al (1994), and Beatty and Talpade (1994) have narrowed down the key decision maker in family the husband and wife. But even between the duo the distribution of such power over family purchases varies from on household to the other. This research offers two possible variables that may help to explain the disparity. These are age differences between spouses and the relative income contributed by each spouse to the family and thus the purchase. These mediators are hinged on the theoretical bases provided by the cultural role orientation and relative resource contribution theories respectively. Even though some studies (Sheth (1974); Grashof and Dixon, (1983); Buss-Schaninger, (1983) Gupta-Hagerty-Myers (GUHM model), (1983); have advanced a number of other mediators the two under this study have commanded more mention. Using a 52-point questionnaire administered on both spouses in 1000 households of cosmopolitan Kaduna State who have recently purchased consumer durable goods,we used Davis (1976) method of analysis on a Linkert 5-point scale to measure relative influence from responses of both spouses, and the SPSS computer programme and subprogramme to analyze data collected The study used Pearson’s correlation and chi-square analysis as tools to measure the influence of the two factors. The findings revealed that the husband dominated decisions in the household for durable goods. It was also found that income and age differentials are important mediators in both generalised decision-making power (Pearson correlation score of 40 to an observed score of 20, and chi-square coefficient of 0.9) among couples and product specific subdecisions. However it was found that income is a more important mediator (Pearson correlation score of 40 to observed score of 20, and chi-square of 0.9). Where relative income contribution of either spouse reduced, our results showed that the affected spouse’s influence attenuated. The same conclusions were reached in the case of age where the younger partner was found to have less influence. A lower level of correlation in the case of age differentials gave room for only cautious conclusions.

TABLE OF CONTENT

Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi

CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39
Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69

AN INVESTIGATION OF THE RELATIVE IMPORTANCE OF MEDIATORS IN FAMILY PURCHASE DECISION MAKING