Abstract:

This paper presents a theory of change in household decision-making. The general contention is that household decisions are a function of family and social organisation. Over the last few decades family organisation has undergone and is continuing to undergo major changes. Consequently, it is to be expected that the way in which decisions are made, and their significance to the decision-maker, will also have changed. An attempt is made to describe some of these changes at least as they appear upon the U.K, Marketing scene. The changes to be described have been accompanied by, and have been partly caused by a number of political, economic and technological factors. An account is given of micro-economic factors bearing upon decision-making and choice behaviour.