Dynamics of Family Decision-making: Purchase of Consumer Durables

The present paper analyses the motives for the purchase of consumer durable products, taking into consideration the reasons for postponing the purchase, time taken to purchase a consumer durable, extent of consultation among the family members and financial contribution for the purchase. The dynamics of the family decision-making process during three major phases in the purchase of consumer durables, namely, problem recognition, information search and the final decision have been anlysed. The survey covered families living in the metropolitan city of Delhi where any of the six selected durable products had been purchased recently. Those members of the family were accounted as respondents who had actually played a particular buying role in the family’s purchase-decision. The study has revealed that the main reason for the purchase of a consumer durable product is convenience and the need to replace the existing product with a new product having more advanced features. A trade off with other competing products is seen in one out of five families at the time of purchase. Husband has remained as the most important financial contributor in the family. It is important for the marketer to understand the intra-family dynamics and relationships at play in the purchase of a consumer durable product in order to be able to decide the appropriate marketing-mix. The marketer must ensure that he is able to evoke a positive response from different members for his brand.