This paper makes an attempt to examine the strategies incorporated by members in urban and rural families while trying to resolve conflict(s) at the time of making purchases. It is imperative for marketers to understand dynamics of family decision making process, from which conflicts arise between spouses in the course of decision making as also their resolution, both of which are interlinked, hence need considerable attention. Such an analysis helps marketers in framing their promotional strategies to the member(s) most influential in making purchase decision such that divergence of opinion between members is minimised.
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