What do you mean by buying a business

What do you mean darling Joint purchasing decisions in couple relationships

Released:Aug 2013
Price: free
Study type:Industry studies • Market research
Industry sectors: Trade & Services • Economy, Politics & Society
Tags:Relationship • Purchase decision • Consumption

Traditional role models are also in the process of dissolving with regard to purchasing decisions. The trend is clearly in the direction of a joint purchase decision, analyzes a current study by KREUTZER FISCHER & PARTNER | Market analysis.

The question of whether and to what extent a purchase decision is made together depends on various factors. On the one hand, it undoubtedly depends on the product area in question. In the case of low-interest products or everyday goods, purchasing decisions are often not made collectively, but rather autonomously. This means that women are still primarily responsible for purchasing groceries (55%). The only exception - albeit with a downward trend - is beer, where the man has a strong say. When choosing the wine, however, the two come closer again. Every second partnership makes their purchase decision together here. In addition to the type of diet, the domains of women with regard to purchasing decisions emerge in the areas of personal care / cosmetics and medicines, while men tend to make their own decisions when it comes to spirits.

In the case of high-priced consumer goods, especially durable consumer goods, the partner is often involved in the decision-making process. Unsurprisingly, buying home furnishings with 87% and choosing vacation travel with 80% achieve the highest joint decision-making values, with women setting the tone for furnishings and men for vacation.
What is striking, on the other hand, is the increasing interest of women to participate in the acquisition of technical products, although men still retain their dominant position in the purchase decision process. The woman, however, has more influence than ever on the final purchase decision or is increasingly making decisions on her own.

For example, the purchase of a car is only made jointly in two thirds of all couples, not least because of the trend towards the compulsory second car.

There is more agreement when it comes to the purchase of a television / video device, which is decided jointly in 71% of partnerships. The opposite is true for electrical kitchen appliances. While women used to dominate this question, men now also have more than one word to say about which dishwasher should be in the kitchen and which should not. 69% of partnerships make decisions here together.

Men are also more and more involved in matters of clothing. When it comes to his own outfit, he makes rapid progress on the path to emancipation, even though 46% of couples still make the decision about men's outerwear together. In most cases, however, the woman is still alone in deciding what clothing to wear. However, with a downward trend. More and more men are helping to style their partners. Currently, in 16% of all cases, the decision about women's outerwear is made jointly.

On the other hand, the distribution of roles in purchasing decisions is also a question of the understanding of roles in the partnership. In traditionally oriented partnerships, there is still a clear distribution of tasks when making purchasing decisions. In relationships with equal rights, on the other hand, there is a much stronger interaction and thus more common decisions.

The increasing share of partnership relationships is particularly evident in money matters. In the past, the investment and management of money was largely left to the man, today 82% of partnerships decide together on how their capital should increase. Interesting: the comparable figure for insurance companies is only 64 percent. Apparently, in many places women still like to hand over responsibility to men on this issue.

Study of joint purchase decisions in couple relationships 2012

Universe: People in partnership between 20 and 70 years of age
Sample: n = 567
Methodology: telephone interviews
Field work: Summer 2012