Abstract
Family plays a primary role in the demand formation in consumer markets worldwide. It is the field where a wide variety of consumer decisions are made every day. Family decision- making is a complex process in which multiple individuals combine their personal needs, wants and resources in order to reach a satisfactory outcome. The development of the social system leads to modifications of the known behavioral patterns of the family as a consumption unit. This paper is aimed at present-day Bulgarian family marital role structure. The distribution of roles between spouses was examined across 22 commodity groups using a convenience sample of 215 respondents.
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