Factor That Influence Decision Making In Purchase Essay

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www.ccsenet.org/ijbm International Journal of Business and Management Vol. 6, No. 11; November 2011 Influence of Family Structure on Consumer Decision-making Style in Iran Kambiz Heidarzadeh Hanzaee Associate Professor Marketing Department of Business Management, Science and Research Branch, Islamic Azad University Ashrafee-e-Esfahani Highway, Hesarak Road, Zip code: 1477893855, Tehran, Iran Tel: 98-21-4486-9667 E-mail: heidarzadeh@srbiau.ac.ir Fereshteh Lotfizadeh, Ph.D (Corresponding author) Department of Business Management, Science and Research Branch, Islamic Azad University Second floor, 20 No, Shahid Seyyedi Alley, North Boulevard Street Zip code: 3413966674, Qazvin, Iran Tel: 98-912-381-5385 E-mail: Lotfizadeh1981@gmail.com Received: January 29, 2011 doi:10.5539/ijbm.v6n11p297 Accepted: June 22, 2011 Published: November 1, 2011 URL: http://dx.doi.org/10.5539/ijbm.v6n11p297 Abstract Purpose- The purpose of this conceptual paper is to attempt to demonstrate the impact of marital roles and family structure on consumer decision-making style within an Islamic culture. Design/methodology/approach- This paper wants to understand how husbands/wives with Eastern norms and Islamic culture use different decision-making style. Reviews of literature in consumer decision-making and family structure served for the development of the conceptual arguments. This article utilizes the library and secondary data from World Bank Group (2006) and Statistical Center of Iran (2007) for analysis. Findings-Family structure (that is male-dominate, wife-dominate, joint decision-making or egalitarianism style) and also Islamic norms and Iranian culture have profound impact on decision-making style on Iranian families. Research limitations/implications- Since the paper presents only the conceptual framework and secondary data, it does not include empirical research that could

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