The Impact of Demographics on Household Personal Computer Purchasing Decisions

Abstract

The authors examine the relationship between role structure and influence in family decision-making with the changing status of spouses in regard to increased income, education and occupation. Based on a series of personal interviews, this study explores various components of decision-making for the purchase of a home computer. The findings suggest that, although males were overwhelmingly the dominant influence in various stages of decision-making, demographic variables were associated with varying patterns of influence among family members. Differences were also noted between demographic factors and sources of information used prior to purchase results, suggesting that retailers of personal computers would benefit by profiling potential submarkets of this product. Furthermore, children were shown to have input, particularly as initiators, of the decisions concerning home computers.