Lalu M. Fahrurrozi, Sulhaini, Akhmad Saufi
Abstract: This study aims to analyse the role of husband and wife in making home purchase decisions at Lingkar Harmony Residence. This research was designed to use a qualitative approach, i.e. a case study. Informants were selected through snow ball sampling. The informants were seven married spouses and the data was analysed by utilizing coding techniques. The results suiggest that the majority (six informants) of husbands are decision makers (Deciders). Also, the study reveals that there is a shift in the role of the husband, generally the husband has an intellectual role and the wife has an expressive role in the family. Last but not least, this study shows both roles are mixed as husbands play in both roles. This study provide usefull managerial implications for recidential developers in developing future marketing plans.
Keywords: Purchasing decisions, consumer behavior, division of roles in the family household preference agreement, household conflict resolution