Many purchasing decisions involve more than one person. In particular, family decision making, as a primary consumption decision-making unit involves consideration of some very important and complex issues such as "who decides", "who buys" and "who uses".
Family member involvement in the purchasing decision process varies by involvement with the specific product as well as by the stages of the decision process. Role specialization within the family also influences which family members are most likely to be directly involved in a purchase decision.
Research on family decision making is important in advancing the knowledge of consumer behaviour and marketing. Most of the family decision making studies have focused on American households. Little is known about family decision making in Australia.
This research report is among the first of its kind to be carried out in Brisbane, Australia. Its objective is to investigate husband and wife influence on purchasing decisions, role perception of husband and wife and the change in role specialization of wives when wives are employed.