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4 PURCHASING DECISIONS

At the end of the survey, respondents were asked to characterize their role in the household purchasing decisions. The results indicate that the vast majority of those represented are primary decision makers, meaning they usually make household purchasing decisions alone or share equally in these decisions. As can be seen below, this varies little across product categories. Seventy-nine percent of individuals were primary decision makers for their household’s home electronics purchases, whereas this was true for 61 percent for purchases of building materials.

Role in Household Purchasing Decisions (Base = All respondents)

Building Materials (n=1,037)

61%

19%

21%

Home Electronics (n=1,057)

79%

14%

7%

11%

12%

13%

12%

Home Appliances / Lighting (n=1,056)

77%

Home Office Equipment (n=1,045)

74%

Heating & Cooling Products (n=1,048)

67%

14%

18%

0%

20% 40% 60% 80% 100%

Usually make decisions or share decisions equally Give input to decisions Have no input in decisions

C-10

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