Abstract
In consumer behavior area, families are identified as fundamental reference group in the consumption process. Historically, research involving purchasing dec...
Highlights
In consumer behavior area, families are identified as fundamental reference group in the consumption process
1 INTRODUCTION n consumer behavior area, families are identified as a key reference groups in the Iconsumption process (EPP; PRICE, 2008; COMMURI; GENTRY, 2000; MORGAN, 1994; GIDDENS, 1992)
Commuri and Gentry (2000) suggest that, often, the studies developed in this themedo not seem to consider the "metamorphoses" occurred in the family institution, such as: the growing participation of women in the labor market, increasing the number of divorces and the fight for the rights of families formed by homosexual couples. Another criticism refers to the predominance of studies done with North American families and there for the lack of studies looking to get aspects of family purchasing decisions in other cultures considering the important globalization of markets (LAKSHMI; MURUGAN, 2008)
Summary
The existing literature on family is multidisciplinary and extensive (COMMURI; GENTRY, 2000).This field of research on consumer behavior appeared to be a promising already in the 1970s and since the analysis of the purchasing behavior of goods and services within families has been the target of different types of research. The look on the family dynamics and the formation of a family identity (as the group different from others and represents itself) can offer a reformulation of the way that we think about buying decisions of the households When they talk about "traditional research family purchase decision" This paper seeks to contribute filling this gap in order to investigate this category from the interaction dynamics within the family unit
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