MEASUREMENT OF BUYING ROLES IN FAMILY DECISION-MAKING PROCESS FOR GOLD JEWELLERY USING CORRESPONDENCE ANALYSISGIRISH S PATHY, HAREESH N RAMANATHAN, EASWARAN IYER

Abstract

Gold is a unique and significant commodity in social life across the world. It offers multiple values and appeals to multiple stakeholders; hence the purchase decision is also likely to be peculiar.  Despite this the number of studies on consumer behaviour of gold in the field of management is limited. The present paper attempts to identify the consumer roles that different family members take up in the purchase of gold. The five types of consumer roles are initiator, influencer, decider, buyer and user. The researcher conducted a questionnaire survey among 210 married females to identify the person or group that takes up the buying role during a gold purchase in the family. It uses correspondence analysis to map the roles with the members taking up the role. The study brought out that women are involved in each of the decision roles; furthermore, the economic roles as decision making and buying is more of a man matter during gold purchases.