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The effects of sex role orientation on family purchase decision making in Malaysia

Samsinar Md. Sidin (Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Serdang, Selangor, Malaysia)
Dahlia Zawawi (Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Serdang, Selangor, Malaysia)
WongFoong Yee (Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Serdang, Selangor, Malaysia)
Ruhana Busu (Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Serdang, Selangor, Malaysia)
Zalfa Laili Hamzah (Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Serdang, Selangor, Malaysia)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 October 2004

Abstract

The objective of this research is to investigate the effects of sex role orientation on role structure in family decision making in Malaysia. Four different purchase decisions were examined. A total of 240 couples were interviewed separately in four major cities in Malaysia. Structured questionnaires were used to interview husband and wife separately. It was found that there is no difference in sex role orientation among the four cultural groups of families. Also it was found that wives with higher levels of education have more modern sex role orientation. The effect of sex role orientation on wives' relative influence was found for the purchase of furniture, electrical appliances and groceries.

Keywords

Citation

Samsinar, , Sidin, , Zawawi, D., Yee, W., Busu, R. and Laili Hamzah, Z. (2004), "The effects of sex role orientation on family purchase decision making in Malaysia", Journal of Consumer Marketing, Vol. 21 No. 6, pp. 381-390. https://doi.org/10.1108/07363760410558654

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited