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Family Roles In The Selection Of Schools In Multiracial Singapore: An Examination Of Demographic Differencesographic Differences, Ashok K. Lalwani, Subhash C. Mehta, Chin Tiong Tan

Research Collection Lee Kong Chian School Of Business

Family roles in deciding household purchases have intrigued marketers for a long time, with researchers calling for more studies on the subject - especially those which look into the roles played by children and others in the decision process. This paper investigates the relative influence of the husband, wife, children, and others in 5 sub-decisions involved in the choice of a school, and distinguishes families reporting different roles on their demographic characteristics. Cluster analysis was used to develop segments on the basis of family roles. Results indicate that children and others have negligible influence in this particular service and that …