Household Purchasing Decisions: How do American and Dutch Consumers Differ?

Abstract

Investigates husband/wife influence on purchasing decisions for a variety of goods and services in the Netherlands and in the USA. Reveals that there are substantial differences between the two countries, with the US wife having a greater autonomous role than the Dutch. Indicates that this could have a major influence on promotion, product and distribution strategy decisions for international marketers.

Citation

Green, R.T., Verhage, B.J. and Cunningham, I.C.M. (1981), "Household Purchasing Decisions: How do American and Dutch Consumers Differ?", European Journal of Marketing, Vol. 15 No. 1, pp. 68-77. https://doi.org/10.1108/EUM0000000004872