Okwuhukwu Marcus
This study investigated the influence of spouses’ socio-economic characteristics – age, years of marriage, number of children, education, occupation, income, and tradition - on their dominance in family purchase decision of household products including children schooling, sitting room sofa, Television, refrigerator, family/motor-cycle and land property in Igbo households of Anambra State of Nigeria. Descriptive survey research design that used a 7-points scale questionnaire was administered to 400 Igbo husbands and wives. The data was analyzed in frequency tables, percentages, mean, and t-tests (at 5% significance level) statistics. The results showed that age and income have significant effect in information search and final decision stages of family purchase decision-making process but no significant effect in need identification stage; occupation has significant effect on all three stages; tradition does not have significant effect in the three decision-making stages and; while education only has significant effect at need identification but no significant effect at information search and final decision stages. The study therefore concludes that spouses’ dominance in household purchase decision-making in Anambra State is a cosmopolite husband dominant society where occupation, personal income and age of the spouses largely influence the family purchase decision-making.
Socio-Economic Characteristics, Spouse’s Dominance, Family, Purchase Decision, Household Goods, Anambra State, Nigeria