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Home / Journal of Services Marketing, Volume 9, Number 1

Family financial decision making: implications for marketing strategy

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Investigates family financial service choice behavior including insurance, investments, and banking services. Indicates that, for the majority of the couples surveyed, both spouses participate in financial decision making. Results support the overwhelming need for financial services institutions to target wives as well as husbands in promotional strategy and product/service development.

Keywords: Decision making; Dual-career couples; Education; Family life; Financial services; Income; Marketing strategy; Roles; Women

Document Type: Research Article

Publication date: 01 March 1995

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