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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.
Journal of Consumer Marketing – Emerald Publishing
Published: Oct 1, 2004
Keywords: Sex and gender issues; Family roles; Decision making; Purchasing; Consumer behaviour; Malaysia
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