Factors Influencing Spousal Role Reform and Purchase Decision in Nigeria: A Study of Consumable and Durable Goods

Abstract

The relationship between spousal role and purchase behavior is drawing more research attention especially with the rapidly changing lifestyles and demographics in cities. This paper investigated inter-spousal role on consumer purchase behavior of consumables and durable goods in Port Harcourt. Cluster sampling was carried out in Port Harcourt city and 95 spouses (medical doctors, nurses, and lecturers) were surveyed through the questionnaire instrument in Port Harcourt. Spearman rank correlation coefficient and multiple regression were adopted for the hypotheses testing. It revealed that socio-cultural characteristics, income, product idea, gender role orientation, level of involvement reforms significantly and positively influenced purchase decision of interspousal role while age had the least influence on the purchase decision. It concluded that a spouse who possesses these factor(s) affects the kind of purchase decision on durable and consumable goods. The study recommended that marketers should proactively identify, segment, position and develop marketing programs that appeal to a spouse who possesses and wades influence during purchase decision so as to secure sustained patronage.