Abstract:

This paper will look on the different ways people come to their purchasing decision if they live in multi-person households. We show this, in a study with 155 of such households and 1239 persons aged over 10 living in it, a survey sponsored by DAS RESTE aus READER'S DIGEST in 1974. The study had the following objectives: - To analyse purchase decision-building in multi-person households; - To identify the competent decision makers; - To establish the reading habits of these decision makers in order to integrate them into the planning procedure.