The Role of Household Norms in Household Decision Making

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An understanding of how households make decisions is important for marketers and organisations who are involved with products that are consumed by the entire household; especially for organisations who face the challenge of managing demand for their product, such as electricity retailers. These organisations would benefit from knowing how household decisions are being made about the consumption of their product and how households choose to manage their own consumption levels. Yet knowledge of household decision processes is relatively limited in the marketing literature. Through the use of exploratory focus groups, this research provides evidence that household norms are a part of the decision making process used in households. Specifically, it was found that 'household norms' exist and these norms are a part of the household decision making process, and are used to regulate and regularize decisions about consumption in the household. However their use does differ across household types.
Original languageEnglish
Title of host publicationMarketing
Subtitle of host publicationShifting the focus from mainstream to offbeat
EditorsD. Spanjaard, S. Denize, N. Sharma
Place of PublicationAdelaide
PublisherPromaco Conventions
Number of pages7
ISBN (Electronic)1863081437
Publication statusPublished - 2008
EventAustralian and New Zealand Marketing Academy Conference - Olympic Park, Sydney, Australia
Duration: 01 Dec 200803 Dec 2008 (conference info)


ConferenceAustralian and New Zealand Marketing Academy Conference
Internet address


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