One interesting aspect of consumer behaviour is the issue of who is making decisions in purchases of durables in the Indian families. While a plethora of empirical studies have been made elsewhere, there are scanty inquiries for Indian families that share radically different life-styles, societal pattern and values from those of the countries wherein these studies have been made. Addressing this issue is imperative in the milieu of liberalized economy and the increasing per capita income in India. An understanding of who is dominant in making decisions in durables purchases will immensely help the international marketers oblivious of the domestic societal and cultural pattern. In this article, the authors have delved into the marital influence structure in purchases of durables.
