Publication Type
Journal Article
Version
publishedVersion
Publication Date
1999
Abstract
Family roles in deciding household purchases have intrigued marketers for a long time, with researchers calling for more studies on the subject - especially those which look into the roles played by children and others in the decision process. This paper investigates the relative influence of the husband, wife, children, and others in 5 sub-decisions involved in the choice of a school, and distinguishes families reporting different roles on their demographic characteristics. Cluster analysis was used to develop segments on the basis of family roles. Results indicate that children and others have negligible influence in this particular service and that the wife dominates 4 sub-decisions, while the husband dominates one. It is also seen that couples reporting wife dominant decision-making are older and are less susceptible to interpersonal influence than those reporting joint decision-making. Implications for school management are discussed.
Keywords
Family roles, cross-cultural differences, influence of children and others, family decision making, multiethnic Singapore, schools, subculture, household purchases
Discipline
Asian Studies | Education | Family, Life Course, and Society | Marketing
Research Areas
Marketing
Publication
Journal of Professional Service Marketing
Volume
19
Issue
2
First Page
73
Last Page
92
ISSN
0748-4623
Identifier
10.1300/J090v19n02_04
Publisher
Taylor & Francis
Citation
Lalwani, Ashok K.; Mehta, Subhash C.; and TAN, Chin Tiong.
Family roles in the selection of schools in multiracial Singapore: An examination of demographic differencesographic Differences. (1999). Journal of Professional Service Marketing. 19, (2), 73-92.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/283
Copyright Owner and License
Publisher
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1300/J090v19n02_04
Included in
Asian Studies Commons, Education Commons, Family, Life Course, and Society Commons, Marketing Commons