Anilkumar N and Jelsy Joseph
In this study the family aspects are probed to throw more limelight into the influence of family purchase roles, conflict resolution style in the current family purchase attitude-decision making- purchase behavior with specific relevance to urban Kerala families of Kochi, the fastest growing metro in Kerala, for the entire spectrum of consumer durable products, in view of high standard of living. The family dynamics are well brought out through this Family decision Unit (FDU) study on purchase of durables.
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