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• Family Roles and the Factors Influencing Purchases in the Case of Detergents

  53-60

  Csaba Varga

  Norbert Stréling

  Anita Domján

  Éva Pólya

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  78

  In our paper we examined the detergent purchase decisions, consumer behaviour and the Hungarian adult female population’s related role. After reviewing the relevant literature we conducted a field research, the most important findings of which can be found in this article. Our paper focuses not only on the purchase decision roles within the family, but also on the examination of consumer behaviour related to detergent purchase also considering preferences, price sensitivity, and the attitude towards novel detergents. We also expand upon the effects of the external social environment exerted on families.