Title

Family Roles in the Selection of Schools in Multiracial Singapore : An Examination of Demographic Differences

Publication Type

Journal Article

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.

Discipline

Marketing

Research Areas

Organisational Behaviour and Human Resources

Publication

Journal of Professional Service Marketing

Volume

19

Issue

2

First Page

73

Last Page

92

ISSN

0748-4623

Identifier

10.1300/J090v19n02_04

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