Effect of gender on family

buying behaviour
Presented by Ramsurrun Parmeshwari Varsha
ID: 1712119
  R:Family purchase decision making in Malaysia", Journal of
Consumer Marketing, Vol. 21 Issue: 6, pp.381-390,
 M:Personal interviews using a structured questionnaire were used for
data collection. Appointment were made with the family for the
interview session which were couples married for more than 1 year
The effects of sex only.
role orientation on
 F:Sex role orientation is a reflection of each spouse’s attitude system,
family purchase and product specific.
decision making
in Malaysia  L:The results were product specific. The choice of the sample, which
was non-probabilistic in nature. Families can be classified as “private”
or “intimate” social groups, making it difficult to measure.
 S:Find out the patterns of role structure using other products/ services.
Example purchase of cars or services.
  R:Ramkissoon.M and Nunkoo.R (2012) More than Just Biological Sex
Differences Examining the structural relationship Between Gender Identity
and Information Search Behaviour, Journal of Hospitality & Tourism
Research, Vol. 36, No. 2, May 2012, 191-215
 M:Used primary data that were collected through a sample of tourists
visiting Mauritius. A structured questionnaire was administered to tourists
Examining the  F:Information search behavior of travelers is influenced by the respondents’
Structural Relationship gender identity. Travelers displaying high femininity traits engage in more
Between Gender comprehensive search for information, relying on both internal and external
source
Identity and Information
 L:The study considered only psychological differences between genders,
Search Behavior which might provide a limited view of gender differences in information
search behavior.
 S:Future researchers should consider a more differentiated approach to
gender when exploring gender differences and their influence on search
behavior.
 R:Kwai-Choi Lee. C and Collins.A.B, Family decision making and coalition
patterns, European Journal of Marketing, Vol. 34 No. 9/10, 2000, pp. 1181-1198.

 A:To identify dominant decision strategies used in the family decision-making

Family
process

 M:Data were collected from videotaped observations of family interactions,

conducted in the respondent families' own homes. Questionnaires were given to

decision
the participants before the interaction.

 F:Emotion decision-making strategy had most impact upon the influence scores

making and
of children, particularly during the configuration and negotiation stages of the
decision-making process. The relative influence exerted by different family
members is related to the dominant decision-making strategy adopted by the
family.

 L:Scope of the research is limited to one service category, restaurants, and to one
type of family structure, nuclear families with two adolescents. Not being able to
coalition
patterns
clearly identify the decision strategy used by the dominant influencer in the
family group.

 S:Consider determining, through observation, the dominant decision strategies

used by each family member and relate this to the amount of influence exerted by
each member in the decisionmaking process.
Research How gender affects

problem
family buying behavior