Examining The Role Of Algeran Family Members On The Purchase Decision.

Faced with the evolutions and upheavals brought about by the opening up of the Algerian market, it became essential for companies to fully understand the family in order to develop marketing mix strategies. Moreover, this field of study has emerged as an indispensable condition for the survival and development of the company. The present work focuses on the roles of family members in the decision to purchase household appliances. This study attempts to provide some answers to the following research question: How do Algerian families make their purchasing decisions? The subject proposed in this article is not new, but the novelty lies in the circumstances in which this study was conducted. Studying the roles played by the different members of the Algerian family is not much exploited. Indeed, our own research results were introduced on the basis of the qualitative analysis carried out on a sample which, to a certain extent, could be representative of the families of Tlemcen (Algerian city). These results are oriented towards family buying and the roles held by the different members of the family.