Perceptions des rôles familiaux dans les processus décisionnels des consommateurs camerounais

Abstract

This article examines perceptions of family roles in the decision-making processes of middle- and upper-class Cameroonian families. Its objective is to explore whether certain theories that are accepted in the western marketing literature can account for family behavior in the Cameroonian cultural context. To that end, the authors adopt a board concept of the family which includes all people living under the same roof. The main results show that the presence on the household of people other than children changes the allocation of roles between spouses for certain products.