Measuring The Family Life Cycle – An Analysis Based On The Family Purchasing Behavior

Résumé: Marketing researchers have taken great interest in understanding the consumption behavior of the family because the family is considered the most important unit of consumption and decision-making in society. Family is in fact generally viewed as a socializing agent. The purpose of this article is to analyze the purchasing behavior in a family context because the family is the center of a great number of purchasing decisions. The collective nature of consumption of products and services for family use very often implies the development and implementation of an elaborate and collective purchasing strategy. Knowing the purchasing habits within the family involves identifying the respective roles of the mother, father, and children, by product category, and during the different phases of the buying process. This study, which was conducted among 300 families, with or without children, aims to examine the family purchasing behavior

Publié dans la revue: مجلة البشائر الاقتصادية