Abstract

In this study of thesis, the factors that affect the consumer decision making and the purchase decision making within the fanily have been analysed. Accordingly, it is possible to assert that there are many factors which affect the choices of purchasing. In decision making within the family factors such as educational level, duration of the marriage, annual amount of consumption expenditure, occupation, having children or not, the number of children can be seen as determinents. In the process of purchase decision making, individuals who are exposed to many external factors, take advise from their family by whom they are influenced most. Due to the fact that these advises would be more effective than many external factors, its effect related to purchase decision making is inevitable.

In the research, consumers’s condition of purchase decision making about savings with the family, the durable consumer goods such as white goods and furniture, and decisions of purchase related to food products and cleaning products as well as the determination of their brands, and decison of vacation with the specification of the place have been viewed. Via these analyses whether there are any relationships between the duration of marriage and annual consumption expenditure has been studied. This study is limited to Bakırköy, İstanbul region and via surveys which were interviewed by 214 respondents, the relationship between the variabilities mentioned above and the findings, if it does exist, have been analysed. In conclusion, it is explicit that the educational level, duration of the marriage and annual amount of concumption expenditure have affected the decision making related to purchasing of goods and facilities generally.