The Role of Turkish Woman In Family’s Consumption

The purpose of this study is to determine the role of the wife in Turkish families during the purchasing process and to research whether the employment situation of the wife has any influence on this role. In this study the purchasing process consists of: the determining stage, the deciding stage, and the buying stage. This study shows that the wife has an important role in the first two stages. In the third stage the wife’s importance diminishes to equal decision making or to the husband’s decision. The statistical analysis that was carried out indicates that the decision maker variable (wife-husband-together), and the employment situation of the wife variable (working wife-housewife) are independent in the first two stages. and dependent in the third stage.