Family financial decision making: implications for marketing strategy
JoAnne Stilley Hopper
(Associate Professor of
Marketing at the College of Business, Western Carolina University,
Cullowhee, North Carolina, USA.)
3027
Abstract
Investigates family financial service choice behavior including insurance, investments, and banking services. Indicates that, for the majority of the couples surveyed, both spouses participate in financial decision making. Results support the overwhelming need for financial services institutions to target wives as well as husbands in promotional strategy and product/service development.
Keywords
Citation
Stilley Hopper, J. (1995), "Family financial decision making: implications for marketing strategy", Journal of Services Marketing, Vol. 9 No. 1, pp. 24-32. https://doi.org/10.1108/08876049510079862
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited