Family Purchase Decision Making for Durable Goods

The changing technology of the 21st century has made children and adolescents more adept to the world around them. This may also contribute to the influence they wield in the family purchase decision-making of their households. Hence a need for an in-depth study of these changes in technology to help professional marketers understand more the roles that the children and adolescents play in family purchase decision process today as compared to the past decades. The study is focused on the influence each family member exerts in the family purchase decision making for durable goods in the three major ethnic groups of Nigeria (Yoruba, Hausa and Ibo). This book is meant for all families but especially for families with children from five years and above because of the role these groups’ plays in family purchase decision making. Also of very relevant are the manufacturers/producers of durable goods. This book will help the manufacturers/producers of durable goods to know the group in the family to focus on the advert and packaging of the durable goods they produce.