Conflict in purchase decision making within couples

Abstract

PurposeThis paper aims to explore conflict and its resolution strategies adopted by Tunisian spouses in the purchase of furniture. This paper also seeks to examine the determinants of the variation in resolution strategies adopted by the couples.Design/methodology/approachFollowing an exploratory study and two focus group discussions, a number of conflict resolution strategies compatible with the Tunisian cultural context are generated and submitted for examination through a survey of 129 couples (N=258 individuals).FindingsThe findings suggest that conflicts are more marked with regard to the non aesthetic aspects of the furniture. The findings also show that the variations in strategies of conflict resolution used by spouses depend on the gender role orientation, the family life cycle and the socio‐demographic characteristics.Research limitations/implicationsThe paper provides insights on the conflict occurring in purchase of furniture and the strategies used by spouses to reach a decision. However, the findings need to be validated on other samples and other products to better apprehend Muslim family interactions.Practical implicationsFor marketers, the findings point to the importance of being aware of the extent of conflict and the used strategies to resolve it. Such knowledge may better refocus marketing efforts towards solving conflicts and help couples reach a purchase decision.Originality/valueThis paper focuses on the decisional dynamics in Tunisian Islamic context.