The role of women as purchase decision makers in the family

Abstract

The family as a social unit significantly influences the behaviour of all individuals within it, as well as the behaviour of individuals as consumers. When observing consumer behaviour, the influence of family is viewed through two aspects: its influence on the personal characteristics, attitudes, values, and other characteristics of an individual, and its influence on the consumer purchasing process. Households can influence consumers either directly or indirectly. They could be intermediaries between larger social systems and indirectly influence the formation of thought processes, consumer desires, attitudes, and motivations. The family directly influences certain stages of the purchasing process, as well as on purchase of the product itself. The most important role of family is raising children. As mediators in the transferring of social value, families have an important societal position. The most significant changes that have happened within families are the changing traditional roles of women in families and households. The role of women in contemporary times has become increasingly important when compared to the past. »Modern women« build their own careers, but they also want their opinions and decisions to be respected, and they are also active decision- makers in their family circle. Therefore, the goal of this study to determine the role of women as decision-makers in the family, with an emphasis on the purchase decisions.

Full text

90th International Scientific Conference on Economic and Social Development –
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THE ROLE OF WOMEN AS PURCHASE DECISION MAKERS IN THE
FAMILY
Fran Krizan
Virovitica University of Applied Sciences, Croatia
Nikolina Plesa Puljic
Virovitica University of Applied Sciences, Croatia
nikolina.plesa.puljic@vuv.hr
Zrinka Blazevic Bognar
Virovitica University of Applied Sciences, Croatia
zrinka.blazevic@gmail.com
ABSTRACT
The family as a social unit significantly influences the behaviour of all individuals within it, as
well as the behaviour of individuals as consumers. When observing consumer behaviour, the
influence of family is viewed through two aspects: its influence on the personal characteristics,
attitudes, values, and other characteristics of an individual, and its influence on the consumer
purchasing process. Households can influence consumers either directly or indirectly. They
could be intermediaries between larger social systems and indirectly influence the formation
of thought processes, consumer desires, attitudes, and motivations. The family directly
influences certain stages of the purchasing process, as well as on purchase of the product itself.
The most important role of family is raising children. As mediators in the transferring of social
value, families have an important societal position. The most significant changes that have
happened within families are the changing traditional roles of women in families and
households. The role of women in contemporary times has become increasingly important when
compared to the past. »Modern women« build their own careers, but they also want their
opinions and decisions to be respected, and they are also active decision-makers in their family
circle. Therefore, the goal of this study to determine the role of women as decision-makers in
the family, with an emphasis on the purchase decisions.
Keywords: consumer behaviour, purchase decision-making, family, the role of women
1. INTRODUCTION
The family is the fundamental social unit with three functions: biological, economic, and
psycho-social. The biological function of the family is mainly seen in reproduction, while its
economic functions are seen in job acquisition and distribution, as well as in distributing
income. Therefore, the focus of the family’s economic function is mainly on purchasing and
using household items (furniture and the complete adaptation of the house or apartment, home
appliances, joint meal preparation, cars, etc.), where it is important to mention that the family,
as well as members within the family, are frequently observed in scientific literature as the most
important influencing factors on purchasing decisions (Brown, 1979; Assael, 1998; O’Malley
and Prothero, 2007.; Hamilton, 2009). The psycho-social function of the family is seen in its
influence on the development of collective consciousness, values, beliefs, and the foundations
of understanding. Other than influencing the formation of someone’s basic beliefs and values,
the family also offers to its members love, respect, and friendship (Kesić, 1999). From a
consumer’s perspective, a household is different from the larger social system in a multitude of
ways which are important for understanding the role of households in determining consumer
behaviour.

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The family is distinct from other social groups in a few key characteristics:
1) Family is a unit which creates and spends at the same time.
2) A family expresses the common needs of all members and the individual needs of each
member,
3) The family is a part of the greater society- there exists an intermediary role between the
system and the individual - norms, customs, values, and historic legacy of the larger social
system can only reach an individual through the family filter.
4) The influence of family on the ideological structure and the way of life of an individual is
very significant. Incentives such as acquirements, achievements, and cooperation are mostly
generated under the family influence.
5) Family interactions form behavioural norms which are usually conformed to by family
members. The family is very influential on personal role formation, not only within the
family, but also outside of it.
6) For most family members, it is an important reference group for forming their own
viewpoints and values. Life standards, lifestyle, and other family characteristics define the
key personality traits of its members (Kesić (1999, 80)
The three basic functions which are carried out by households are extremely important for the
discussion on consumer behaviour. These functions involve financial prosperity, emotional
support, and a certain way of life. During the last 25 years, how families delegate
responsibilities in regard to financial prosperity has significantly changed. The traditional role
of men as procurers of economic goods, and women as housewives who raise children no longer
applies. The economic role of children has also changed. Parents often communicate with their
children on what to buy, when to buy, how much to buy, and what to eat. (Kesić, 2006). Today,
even though many teenagers are employed, they rarely financially support their families.
Instead, teenagers are expected to pay with their own money their trips and nights out, while
other young people are financially participating in paying their tuitions, which is what will
prepare them later for financial independence. Offering emotional food or support (involving
love, affection, or intimacy) to family members is a key function of the modern family. To
fulfil those functions, families offer support and encouragement to their members and their help
in decision-making and solving personal and social problems. Education, experience, and
personal and common goals of spouses is what determines their interest in education or career,
reading, watching television, learning to use computers, the frequency, and quality of dining
out, and the choice of other fun recreational activities. Researchers have recognised the
capricious nature of family unity. In the past, being together meant doing the same things
together, and today it means that despite being in the same family, everyone works their own
job. Family life obligations, together with the time factor, strongly affect consumption patterns.
(Schiffman, Lazar Kanuk, 2004).
2. DECISION MAKING IN THE FAMILY
Household purchasing decisions differ depending on the stage of the household life cycle,
specific products and environmental conditions. Based on the initially set conditions, marketers
need information about which members are involved in the purchase process, what are their
motives and interests, and to design a marketing strategy they need information about what
satisfies, needs and expectations of each relevant family member. Therefore, it is necessary to
know consumer skills, consumption-oriented preferences and consumption-oriented attitudes
(Krobot, 2019). Within the family, consumption can be classified according to: consumption of
an individual member, consumption of the family as a whole and consumption of the household
unit (Sheth, 1974).

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Furthermore, Sheth (1974) divides family purchasing decisions into two types; when it is done
independently by one member or when it is done together by several or all family members.
Family decision-making is much more complex than individual decision-making. Family
decision-making is distinguished by three main determinants, namely: the possibility of joint
decision-making, the division of roles among family members in decision-making and the need
to resolve conflicts. Joint decisions are important for the whole family, including making
purchase decisions, which also represents a joint activity (Lackman and Lanasa, 1993; Burns,
1992; Su et al., 2003). In order to make a joint decision, family members consider different
options. However, the aforementioned joint decision-making mostly occurs with high-
involvement products, based on the assumption that for low-involvement products there is a
common buying behavior that does not require joint decision-making (Williams and Burns,
2000). But if you analyze products with high involvement, you can notice that family members
often have different opinions about the purchased product. When making such a decision, we
are faced with three main reasons: the risk of making the wrong purchase, the importance of
the outcome for the whole family and the available time. If the decision concerns all family
members, a joint decision will be made to reduce the risk of wrong purchases. It also reduces
the uncertainty of members if they are not sure what other family members will say when
choosing a particular product or service. Although joint decision-making reduces the perception
of the risk of error, in practice the well-known phenomenon of dispersion of responsibility often
occurs, as a result of which families decide on things that some of them would not agree to on
their own (Milas, 2007). Research by Lackman and Lanas (1993) argues that researchers must
determine the processes that lead to the allocation of different roles and how these different
roles within the family interact with each other. With this in mind, five roles were determined
in which certain family members can be found in the purchase process, namely: initiator,
influential member, decision maker, buyer and user. Initiators are those who have a clear idea
of what is best, they already know in advance which product and brand is best for them, and
they create pressure to satisfy a certain need. Influential members are the ones who, in most
cases, make the final decision to buy the product, and do not endorse or support the sponsor. It
is important to conclude that the mentioned roles are not static, but can change over time (Su et
al., 2003; Belch and Willis, 2001). The role of decision maker is usually played by the parents
in the family. They are the ones who have the money and decide whether to buy the product or
not. In addition, decisions can be made at a level where the whole family decides together. The
customer's role is to recognize the need for the product, go to the point of sale or on the Internet,
choose the desired product that matches his needs and wishes and buy it without hesitation.
Finally, the role of the user is to use the product for its intended purpose (Grbac, Lončarić,
2010). Each family has a different role. The most common division of roles is that men decide
to buy cars, various technical products and items related to certain physical activities. On the
other hand, women play the most important role in buying household items, cosmetics and
necessities for children. Chaudhary and Gupta, (2012) state that from 1940-1950 children were
not considered stakeholders in the purchase, but today, with the influence of television and the
Internet, children have become experienced consumers and have purchasing power for almost
every product category. This is evidenced by research that shows that children consider their
influence greater than that of their parents and consider their role more important than that of
their parents (Nanda et al., 2007). Therefore, children today are considered full actors in making
family decisions, especially when clothes, cosmetics and technical products are bought for
them. All these decisions primarily depend on the financial resources that each family has, but
also on how individuals have grown up and how they cooperate with each other. Of course,
households with higher incomes will make purchasing decisions more easily than households
with lower incomes, but on the other hand, probably households with lower incomes have better
relationships and respect, so they better accept the other party's opinions (Frinčić, 2019).

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Family members may have different opinions during the purchase process, so previous research
on this topic also analyzed constructs such as family power, participation and family conflict
during the purchase (Qualls and Jaffee, 1992). Conflict develops when those involved in the
purchasing process do not have the same preferences and attitudes toward the product being
purchased. The conflict escalated for several reasons. Some of the reasons are that family
members involved in the buying process simply do not see the need to buy a particular product,
have different preferences for product brands, etc. In order to avoid conflict, three strategies are
agreed upon in reconciliation, namely: problem solving, assigning roles and budget allocation.
Problem-solving strategies attempt to resolve disagreements among members through the main
characteristics of the family. If they do not have the same understanding of the characteristics
of the product they are buying, the decision is usually made by the person who knows the area
best in order to arrive at the best solution. If there are two products for which the member cannot
decide, in order to solve the problem, he can decide to buy two products by agreement. Conflict
is most easily resolved if the family clearly recognizes that one member is the most authoritative
or most interested person in the area. At the same time, more understanding and tolerance of
one of the members and the delegation of the role help to solve the problem, and the division
of the budget means an independent decision of individual family members (Milas, 2007).
3. INFLUENCE OF WOMEN IN THE FAMILY ON THE BUYING PROCESS
Family or household shopping is a joint decision-making process on the purchase of a particular
product. Each member of the family has a certain role in the shopping process and possesses
certain information and knowledge. This effect also depends on the individual's interest in the
product and his income. Although many service providers see the family as the basic decision-
making unit, they typically examine the attitudes and behavior of only one family member
whom they consider to be the primary decision maker. In some cases, they also explore the
attitudes and behaviors of those who are most likely to be the primary users of the product or
service. By taking into account possible users and possible customers, providers can get a richer
picture of the consumption process (Schiffman, Lazar Kanuk, 2004). Therefore, it is necessary
to analyze the influence of individual members of the family on the purchase process, or more
precisely, what is the influence of spouses (husband and wife), because it was previously
established that the influence of gender is an important factor, although today there is a decline
in gender differences and a weakening of gender identification, which led to the dilution of the
focus on gender in the family (Qualls, 1982, 1987; Commuri and Gentry, 2005; Piron, 2002;
Mano-Negrin and Katz, 2003). It will also be shown what influence their children have on
decision-making in the shopping process. The older the child is, the greater the role he plays in
the purchase because he is more equal to his parents, more precisely he is getting an education
and starting to earn his own money (Milas, 2007). Husband and wife have the greatest influence
on family decisions. The relative size of the husband's or wife's influence depends on several
factors, namely: the type of product, the stage of decision-making and the characteristics of the
family. When we talk about types of products, throughout history stereotypes have been created
about "men's" and "women's" products, that is, what men and women buy. What was confirmed
by previous research, for example, the husband was usually responsible for the purchase of
technical products, while the wife was dominant for repeated purchases of non-durable products
(Blood and Wolfe, 1960; Burger and Locke, 1960; Sproles and Kendall, 1986. ; Wolgast, 1958).
More recent research has also confirmed that men usually make the decisive purchase decision
for a car, household appliances, tools, etc., while women mainly buy household items, food,
etc. Joint decisions in a large number of cases refer to the purchase of products that have a
common purpose, i.e. .use, such as furniture. Depending on the type of product, the roles of the
wife and husband are different.

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For the products of the one spouse who has a better understanding or shows a greater interest
regardless of the stereotype, that person will have a greater influence on the purchase process,
from information gathering to the actual purchase of a particular product. Family characteristics
in this case include the education and income of the spouse, and for this reason those with
higher incomes will have more influence because they have greater purchasing power (Rančić,
2017). The most significant changes took place in changing the traditional roles of women in
the family or household. Thus, Herbst (1952) found an increasing number of changing roles of
spouses, with more women entering the workforce while husbands began to take on greater
roles in the household (Wut and Chou, 2009; Xia et al., 2006). With 50% of women working
full time, their traditional roles as wives, mothers and housewives in the family have changed
significantly. By changing the roles of women, there were necessary changes in the roles of
men in the family. In the US, more than 50 percent of men and women prefer a marriage in
which household responsibilities are shared, while 38 percent of women and 38 percent of men
prefer a traditional marriage, according to a survey on the topic. Women belonging to the
feminist class are more educated and optimistic about life, work and finances. They also accept
risk and are interested in their image and self-confidence in society. While the segment of
modern women is growing, marketers must not forget the segment of traditional women. They
are oriented towards the family and obligations within the family. Working women represent a
particularly interesting segment for marketing experts. Today, women make up 45 percent of
the workforce. In the labor force, the share of young mothers with children younger than 3 is
even higher than the average of employed women. An important observation for marketers
focuses on the behavior of working women during the shopping process. Research shows that
there are huge differences in the behavior of these specific groups of women. Employed women
are more influenced by promotional messages in the categories of cigarettes, household
appliances, personal hygiene products, products of animal origin, detergents, soaps and other
household products. The segment is also specific in that it buys more and uses all household
products that are designed to save time (Kesić, 2006).
4. RESEARCH METHODOLOGY AND RESULTS
In order to present the roles of family members in making a purchase decision, the following
research was conducted. The mentioned facts will be investigated and presented with the help
of a survey questionnaire. The survey questionnaire was created using the Google Forms tool.
The aim of the survey questionnaire is to investigate and determine whether individuals shop
with family members, what is the family's influence on the individual's purchase decision for a
specific product, which products do they need help or advice with, and which family member
is more responsible or responsible for shopping, a particular decision or giving a particular
opinion. The focus is on the influence of women on decision-making within the family. The
survey was conducted by sharing the survey link on social networks Facebook and Instagram
and with the help of mobile messaging applications such as WhatsApp and Viber. The research
was conducted on a sample of 136 respondents in the period from October 28, 2022 to
November 4, 2022. The data obtained from the survey questionnaire are presented graphically
and tabularly. The results of the research are presented in tables, graphs and descriptive form.
These sample characteristics are shown in Table 1.
Table following on the next page

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Sample characteristics, N = 136
Age
-20
47
21-35
59
36-50
10
50-
20
Gender
Female
95
Male
41
How often do you go shopping?
One or more times a day
32
Several times a week
58
Once a week
41
Once a month
5
Table 1: Socio-demographic data of respondents
(Source: Autors)
According to the data from the given table, it is evident that the majority of the sample is
younger than 35 years of age. Most of them are women. It is interesting to point out that the
majority of respondents stated that they go shopping within the family several times a week,
even several times a day. The goal of further research was to determine for what purpose users
most often use mobile phones, and through which channels they receive ads on mobile phones.
The collected data are presented in the following table.
Sample characteristics, N = 136
Yes
No
Sometimes
The opinion of family members is important to me during the period of purchase of
a certain product
78
23
35
Do you make a list when you go shopping?
69
27
40
Looking for advice from family members when buying a certain product?
48
22
63
Do you shop with family members?
86
4
45
It is important to me that I buy products that will satisfy me and my family members
107
14
15
It is important to me that my family members participate in providing information
about the product I want to buy
70
34
32
It is important to me that after shopping, I and my family members feel the same
satisfaction
91
19
26
Table 2: Analysis of the influence of family members on the purchase decision
(Source: Autors)
From the following table it is clearly visible that the influence of family members is clearly
emphasized when rejecting the product. Therefore, further research focused on the question of
which members of the family most often go shopping, and which members the respondents take
with them. The indicators are given in the following graphs.
Graph following on the next page

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Graph 1 : Analysis of which members of the family most often go shopping
(Source: Autors)
Based on the obtained data, it is clearly visible that the mother is a key member of the family
when making the purchase decision. In order to further clarify the mentioned problem, we
divided the products into several groups and analyzed which family member makes the decision
about their purchase. The following indicators were obtained.
Children
Mother
Father
Household products
21
95
20
Food products
23
98
15
Clothes
28
103
5
Technology
41
30
65
Cosmetic products
62
64
10
Car
26
15
95
Table 3: Analysis of the influence of a family member on product selection
(Source: Autors)
The goal of the research was to determine whether individuals shop with their family members,
and what influence the family has on the individual's purchasing decision. Through the research,
it was concluded that to a greater or lesser extent, the opinion of their family members is
important to individuals in the shopping process, and that very often each individual goes
shopping with his family. To a large extent, the respondents agreed that it is important for them
that their family members participate in providing information about the product they intend to
buy. The research showed that the mother is the most common member of the family who goes
shopping alone or accompanied by an individual member. When buying household products,
as well as cars, the help of family members is most needed. When buying household products,
food products and clothing, it was determined that the mother's opinion is the most important.
When buying technological products and cars, the most important thing is the father's opinion.
If there are certain disagreements during the purchase, individuals will resolve the said problem
by agreement with their family members.
0
10
20
30
40
50
60
70
Children Mother Father
Wich family member usually goes
shopping
0
10
20
30
40
50
60
70
80
90
100
Children Mother Father
Wich family member usually goes
shopping with you

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5. CONCLUSION
The family is a basic social unit and consists of three main functions, namely: biological,
economic and psychosocial functions. Each family goes through different family life stages, no
family is the same, they differ from each other in the position of consumers and there are three
basic functions of the family in terms of consumer behavior, and they include financial well-
being, emotional support and an appropriate lifestyle. The most common division of roles is
that men have an important role when making a decision about buying a car, the role of women
is important when making a decision about buying household items, cosmetic products, certain
items for children and clothes. There are different roles within the family in making a purchase
decision, and decision-making at the family level is much more complicated than decision-
making at the individual level. Making joint decisions in the family is very important, but family
decision-making differs according to three main determinants, namely: the possibility of joint
decision-making, the division of roles among family members in decision-making and the need
to resolve conflicts. The very structure of the family changes from day to day, and accordingly
there are certain changes in the roles of women and men. The conducted research indicates that
to a greater or lesser extent the opinion of family members is important to individuals in the
purchasing process and that they very often go shopping together with them. It is very important
that the family participates in providing information about what is intended to be purchased,
and it is important that the purchase satisfies the needs of the individual as well as the family
members themselves. The mother is the most common member of the family who goes
shopping, and she is important when buying household products, food and clothing. If there are
certain conflicts in the purchase process, individuals and their family members will resolve the
problem by agreement.
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