Abstract
The relationship between spousal role and purchase behavior is drawing more research attention especially with the rapidly changing lifestyles and demographics in cities. This paper investigated inter-spousal role on consumer purchase behavior of consumables and durable goods in Port Harcourt. Cluster sampling was carried out in Port Harcourt city and 95 spouses (medical doctors, nurses, and lecturers) were surveyed through the questionnaire instrument in Port Harcourt. Spearman rank correlation coefficient and multiple regression were adopted for the hypotheses testing. It revealed that socio-cultural characteristics, income, product idea, gender role orientation, level of involvement reforms significantly and positively influenced purchase decision of interspousal role while age had the least influence on the purchase decision. It concluded that a spouse who possesses these factor(s) affects the kind of purchase decision on durable and consumable goods. The study recommended that marketers should proactively identify, segment, position and develop marketing programs that appeal to a spouse who possesses and wades influence during purchase decision so as to secure sustained patronage.
Highlights
The rapid changing marital lifestyle, embracing of new gender orientation role and adoption of western culture is gradually replacing the role spouses play in African traditional buying behavior
This paper investigated inter-spousal role on consumer purchase behavior of consumables and durable goods in Port Harcourt
Spearman rank correlation coefficient and multiple regression were adopted for the hypotheses testing. It revealed that socio-cultural characteristics, income, product idea, gender role orientation, level of involvement reforms significantly and positively influenced purchase decision of interspousal role while age had the least influence on the purchase decision
Summary
The rapid changing marital lifestyle, embracing of new gender orientation role and adoption of western culture is gradually replacing the role spouses play in African traditional buying behavior. Spouses are conceptualized here as two persons that are joined together by law and/ or custom as husband and wife; excluding other forms of marriages and cohabitant e.g. lesbianism, gay marriage, unmarried partners living together in this context (Razzouk, Seits, & Capo, 2007; Dhyani & Agarwal, 2014). Spouse does not exhibit the same amount of dominance and influence in the purchase decision. The role each spouse plays and what accounts for this role change is worth explaining in purchase decision in the Nigerian environment. Marital power is the potential ability of a spouse to wade a higher influence on the behavior of the other during family decision making (Bartley, Blanton, & Gilliard, 2005)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
