Role-Structures In The Buying Decision Process For Durables

Abstract

Making purchases in families encompasses participation of various family members. The extent of involvement of family members is likely to differ not only across product categories, but also by the stage of decision-making process. Variation in involvement across stages of decision-making process allows for different members of the family to make specific sub-decisions of the overall decision. The decision-making process for purchase of products is generally carried out in the following stages.