Verzeichnis der Abschlussarbeiten

Kaufentscheidung, Entscheidungsverhalten, Haushalt, Familie, Beziehung, Geschlechterrollen, Einfluss, Macht

Nowadays, targeted advertising is a very important tool in modern marketing. In order to be able to address advertising campaigns directly to the target group, detailed knowledge about the decision-making behavior of the customers is required. Consumers often do not make buying decisions alone because they are influenced by their social environment. Since the role of women has changed in recent decades, their influence on buying decisions within the family may have changed too. The influence structure in family and couple decision-making units was evaluated through a literature analysis. The results show that the influence differences in close relationships are based on extremely complex mechanisms. There are many different factors that influence the distribution of power within relationships. Beside product-specific factors also income, education, family life cycle, social norms, harmony and the quality of the relationship affect the balance of power in buying decisions. Despite the social changes, a lot of studies still show a traditional role model in which women are responsible for purchasing decisions concerning the matter of children and household, whereas men care more about insurances, bank matters as well as the purchase of cars and electronic devices.