Conflict resolution in urban and rural families, A factor analytical approach

This paper makes an attempt to examine the strategies incorporated by members in urban and rural families while trying to resolve conflict(s) at the time ofmaking purchases. It is imperative for marketers to understand dynamics offamily decision making process, from which conflicts arise between spouses in the course ofdecision making as also their resolution, both ofwhich are interlinked, hence need considerable attention. Suchan analysis helps marketers inframing their promotional strategies to the member(s) most influential in making purchase decision such that divergence ofopinion between members is minimised. I n the past, the researchers focussed on outcomes inthe buying decision process in terms of 'whodecides ' in families at the time of making purchases. Of late, exploration of the buying process has been established as necessary to understand as to 'how' purchase decisions are made in families (Davis, 1976). In the course of making decisions, when family members participate, they put forth their individual preferences and try to have the final decision in favour oftheir choice. Ifmore than one family member tries to persuade others towards his/her preferred choice, it is quite possible tha