Japanese couples’ marital roles in stages of product purchase decision making

Abstract

Seeks to fill some of the gaps in the business literature regarding the consumer market in Japan. Accomplishes this through a replication of the classic 1974 work of Davis and Rigaux relating to family purchase decision making. An egalitarianism scale was included for the final analysis to allow for differences in couple perceived traditionality‐modernism. Finds that the heavily patriarchal orientation of Japan still exists with husbands exerting heavy influence in the final stage of the decision‐making process and offers suggestions for management.