PERCEPTIONS OF MARITAL ROLES IN BASIC COMMODITY GROUPS
                PURCHASE DECISION-MAKING


                         Irina Kancheva, University of Economics, Varna, Bulgaria
                         Georgi Marinov, University of Economics,Varna, Bulgaria


ABSTRACT: Family plays a primary role in the demand formation in consumer markets worldwide.
It is the field where a wide variety of consumer decisions are made every day. Family decision-
making is a complex process in which multiple individuals combine their personal needs, wants and
resources in order to reach a satisfactory outcome. The development of the social system leads to
modifications of the known behavioral patterns of the family as a consumption unit. This paper is
aimed at present-day Bulgarian family marital role structure. The distribution of roles between
spouses was examined across 22 commodity groups using a convenience sample of 215
respondents.

Keywords: Marital Roles, Relative Influence, Family Purchase Decision, Family Decision-Making

JEL Codes: D03, D12, J12, R22