engleski

The role of women as purchase decision makers in the family

The family as a social unit significantly influences the behaviour of all individuals within it, as well as the behaviour of individuals as consumers. When observing consumer behaviour, the influence of family is viewed through two aspects: its influence on the personal characteristics, attitudes, values, and other characteristics of an individual, and its influence on the consumer purchasing process. Households can influence consumers either directly or indirectly. They could be intermediaries between larger social systems and indirectly influence the formation of thought processes, consumer desires, attitudes, and motivations. The family directly influences certain stages of the purchasing process, as well as on purchase of the product itself. The most important role of family is raising children. As mediators in the transferring of social value, families have an important societal position. The most significant changes that have happened within families are the changing traditional roles of women in families and households. The role of women in contemporary times has become increasingly important when compared to the past. »Modern women« build their own careers, but they also want their opinions and decisions to be respected, and they are also active decision- makers in their family circle. Therefore, the goal of this study to determine the role of women as decision-makers in the family, with an emphasis on the purchase decisions.

consumer behaviour, purchase decision-making, family, the role of women

nije evidentirano