Effect of Women`s Role and Family Structure on CDMS

Subject Areas : Quarterly Journal of Woman and Society

sahar asadzadeh manjili ¹ , Fereshteh Lotfizadeh ²

1 - Ph.D. student of Business Management, Department of Business Management, Islamic Azad University, Zanjan Branch, Zanjan, Iran
2 - Assistant Professor, Department of Business Management, Islamic Azad University, Zanjan Branch, Zan-jan, Iran

Received: 2019-10-12 Accepted : 2022-01-23 Published : 2022-01-21

Keywords: Consumer behavior, Family Structure, Iranian couples, Women's Role, Purchasing Decision,

Abstract :

Introduction: Family structure is an influential factor in decision-making processes and women, due to their significant role in the family and the formation of family structure, are of particular importance in decision-making, especially when purchacing. Therefore, the purpose of this study was to investigate the effect of the role of women and family structure on family purchasing decision-making styles.
Methods: This paper in terms of purpose is practical. In order to achieve the objectives of the research, in addition to library studies, field studies were conducted and the statistical population of the study was determined from among 8 metropolises of Iran with a population of over one million, four metropolises of Tehran, Shiraz, Isfahan and Mashhad. 400 couples were selected by simple random sampling. In order to collect field data, the research questionnaire tool was designed based on theoretical foundations and interviews with experts and three pre-tests were designed with 68 questions and 5 Likert scale options. To test the research hypotheses, statistical methods of exploratory and confirmatory factor analysis and multivariate analysis of variance (MANOVA) were used.
Results: The results showed that Iranian couples when shopping have seven styles of brand seeker, quality seeker, confusion over information, value for money, style and prestige seeker, recreational / hedonistic and unplanned buyers, which according to the findings of multivariate analysis of variance there is a significance between the decision-making styles of buying families with a democratic structure and families with a patriarchal structure...

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