THIRD WORLD MARKETS DEMAND HOUSEHOLD DATA FOR SUCCESSFUL CONSUMER GOODS MARKETING: MEXICO AS A CASE EXAMPLE

This paper examines influence in husband/wife purchasing decisions for durable goods among Mexican consumers in three income groups. Results indicate traditional husband dominance in less affluent households, and female participation through joint decision making in middle class households. A set of demographic variables in addition to income further differentiate traditional from joint influence households. Findings by product provide further distinctions between husband dominant and joint influence groups.