Consumer Behavior
Journal of Economics and Behavioral Studies
Vol. 5, No. 8, pp. 522-534, Aug 2013 (ISSN: 2220-6140)
The Impact of Husband’s Perception and Value towards Family Purchase Decision Patterns
*Christian Wibisono, Mustika Sufiati Purwanegara
Institute of Technology Bandung, School of Business and Management, Indonesia
*christian.w@sbm-itb.ac.id
Abstract: Changes are occurring in society’s norm structure. One of these changes is the shifting of women roles. More wives are working outside home and acting as a source of income, event becoming chief wage earner in the family. Many past researches have used demographic and family structure as predictor of family purchase decision patterns. This study will figure out the impact of husbands’ perception and value to the usage of wife’s income for family expenditure. Total 112 husbands in Jakarta and Bandung participated in this survey. This study used questionnaire to gather data. Questions to measure perception and norm of husbands were derived from qualitative study, a preliminary interview with 20 husbands in Jakarta and Bandung
Indonesia. Schwartz Value Scale was used to measure husband’s value structure. Findings indicate that husband perception and value have significant impact on usage of wife’s income for family expenditure. This research is useful to fill the research gap in family purchase decision theory. For marketers and business practitioners the results will enhance their comprehension in segmenting, selecting more effective target and creating more creative communication strategy.
Keywords: Working wife, Perception, Norm, Schwartz Value, Household Purchase Decision, Family Decision
Making Process
1. Introduction
Family is an important unit of analysis in consumer decision-making field (Xia et al., 2006), but the vast interest in family as unit of analysis in research has not happened only until recently (So and Yao, 2006).
Family is a main reference group when individual family member is
Vol. 5, No. 8, pp. 522-534, Aug 2013 (ISSN: 2220-6140)
The Impact of Husband’s Perception and Value towards Family Purchase Decision Patterns
*Christian Wibisono, Mustika Sufiati Purwanegara
Institute of Technology Bandung, School of Business and Management, Indonesia
*christian.w@sbm-itb.ac.id
Abstract: Changes are occurring in society’s norm structure. One of these changes is the shifting of women roles. More wives are working outside home and acting as a source of income, event becoming chief wage earner in the family. Many past researches have used demographic and family structure as predictor of family purchase decision patterns. This study will figure out the impact of husbands’ perception and value to the usage of wife’s income for family expenditure. Total 112 husbands in Jakarta and Bandung participated in this survey. This study used questionnaire to gather data. Questions to measure perception and norm of husbands were derived from qualitative study, a preliminary interview with 20 husbands in Jakarta and Bandung
Indonesia. Schwartz Value Scale was used to measure husband’s value structure. Findings indicate that husband perception and value have significant impact on usage of wife’s income for family expenditure. This research is useful to fill the research gap in family purchase decision theory. For marketers and business practitioners the results will enhance their comprehension in segmenting, selecting more effective target and creating more creative communication strategy.
Keywords: Working wife, Perception, Norm, Schwartz Value, Household Purchase Decision, Family Decision
Making Process
1. Introduction
Family is an important unit of analysis in consumer decision-making field (Xia et al., 2006), but the vast interest in family as unit of analysis in research has not happened only until recently (So and Yao, 2006).
Family is a main reference group when individual family member is
References: Blood, R. D. & Wolfe, D. M. (1960). Husbands and Wives, The Free Press, New York, 1960. Fehr, E. & Fischbacher, U. (2004). Social Norms and Human Cooperation. TRENDS in Cognitive Sciences, 8 (4). Filiatrault, P. & Brent-Ritchie, J. R. (1980). Joint Purchasing Decisions: A Comparison of Influence Structure in Family and Couple Decision Making Units Kandori, M. (1992). Social Norms and Community Enforcement. Review of Economic Studies, 59, 63-80 Gianopulos, A Harcar, T., Spillan, J. E. & Orsay, K. (2005). A Multi-National Study of Family Decision-making. Multinational Business Review, 13(2), 3 Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis, Pearson Prentice Hall Kotler, P Lapinski, M. K. & Rimal, R. N. (2005). An Explication of Social Norms, International Communication Association, 127-147 Lee-Christina K. C. & Beatty, S. E. (2002). Family structure and influence in family decision-making. Journal of Consumer Marketing, 19(1), 24 – 41 Makgosa, R. (2007). Exploring the Impact of Ethnicity on Conflict Resolution in Joint Purchase Decision Making Ndubisi, N. O. & Koo, J. (2006). Family structure and joint purchase decisions: two products analysis. Rokeach, M. (1973). The Nature of Human Values, Free Press, New York, NY Rosen, D Scanzoni, J. (1977). Changing Sex Roles and Emerging Directions in Family Decision Making. Journal of Consumer Research, 4(3), 185-188. Schaninger, C. M., Buss, W. C. & Grover, R. (1982). The Effect of Sex Roles on Family Economic Handling and Decision Influence, In an Assessment of Marketing Thought and Practice, B Spiro, R. (1983). Persuasion in Family Decision Making. Journal of Consumer Research, 9(4), 393-402. Stafford, M. R., Ganesh, G. & Lucket, M. G. (2011). Perceived Spousal Influence in the Service Decision Making Process: A Cross Cultural Investigation Vanvara, B. (2009). The influence of personal values on environmental attitude, product aesthetics, and product evaluation, ProQuest Dissertations and Theses; ABI/INFORM Complete Xia, Y., Zafar, U. A., Morry, G., Hwa, N. K., Li, T. W. & Ying, W. T. C. (2006). Spousal influence in Singaporean family purchase decision-making process: A cross-cultural comparison