Purchase Decision-Making in the Couple. Conflict-Solving Tactics
María José Barlés-Arizón, Elena Fraj-Andrés, Eva Martínez-Salinas

Abstract
The aim of the present work is to analyze which spouse has the greatest influence on household purchases, as well as to observe, whenever purchase conflicts arise, the influence tactics employed and whether these tactics have a relationship with socio-demographic characteristics. Information was obtained through 300 questionnaires applied to co-habiting couples. A convenience sampling (“snowball” method) was carried out between the end of 2006 and the beginning of 2007. We use a Factor Analysis of Principal Components (FAPC), t-test for independent samples and variance analysis. Results show an unmistakable tendency towards joint decisions in the couple, with women playing the specialized role of grocery buyer. Gender differences are also confirmed in the use of influence tactics. These results may be of interest to both firms and public institutions.

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