Singaporean Husbands and Grocery Shopping: An Investigation into Claims of Changing Spousal Influence.

Abstract

Recent reports indicate that Asian husbands are challenging traditions and becoming more involved in grocery shopping. This study investigates the phenomenon in Singapore and reports that husbands' involvement has evolved to influencing the decision-making process throughout. Wives are still the principal decision-makers. Marketing communicators would be wise to portray more husband-like figures in their messages to reflect husbands' more active role in contemporary grocery purchasing.

Introduction

In every culture and economic system, families purchase and consume products according to idiosyncratic rules. Still, in most of the world, decision-making concerning grocery shopping has been the realm of women. Where married women are not expected to venture much out of the home, as in some Islamic countries of west Africa, unmarried girls tend to shop for food (Arnould, 1984, 1989). However, recently, in Asia where marital roles appear still very traditional, media reports challenge Asian males' current status in grocery shopping decision-making (Asian Wall Street Journal, 19-20 Feb 1999; Straits Times, 18 Oct 1999).

The purpose of this study is to investigate whether husbands have become more active in grocery shopping decision-making and purchasing in Singapore. Clearly, this is important since a greater involvement at the decision-making and/or purchasing stages would then need to be reflected in the marketing communicators' efforts.

Literature Review

In general, families act as cooperative groups where members have compatible goals. Most studies of family decision-making have investigated members' cooperative concerns for each other's preferences and even handedness (Corfman and Lehmann, 1987). Findings tend to describe how family members compromise overtly or subtly to maintain long-term relationships (Lee and Marshall, 1998; Strodtbeck, 1951).

The roles typically include those of initiator, gatekeeper, decider, buyer, and user (Speckman and Stem, 1977; Wind, 1976, 1978), as well as that of caretaker (McCracken, 1988; Price, Arnould and Curasi, 2000).

Household members' decision roles vary by authority structure, product category, and stage of the decision-making process. A clear distinction of such roles assists marketing communicators better match preferences and values to specific roles within the family. Studies on these issues have been done cross-culturally and identified interesting differences that communicators must heed to effectively reach their targets (Hempel, 1974). Altogether, four situations have been identified in decision-making styles: joint, dominated by one member, decided autonomously, or split among family members (Corfman, 1987). Research also investigated the relative influence of family members across various stages of the decision-making process (Belch, Belch, and Ceresino, 1985; Davis and Rigaux, 1974); the impact of sex-role orientation (Quails, 1987) and ethnic group identification (Webster, 1994) on purchase decision outcomes (Davis, 1976; Foxman, Tansuhaj, and Ekstrom, 1989).

Empirical findings reported during the last 10 years have suggested gradual shifts in husbands' and wives' role in the family decision-making process. According to a survey conducted by Asian Market Intelligence in 1999, the fraction of male decision-makers at grocery stores was the second highest in Singapore, with men comprising 41 per cent of those making the call. Should this observation be correct, it implies a change in the traditional roles, with males now contributing to the erosion of female dominance in grocery product decision-making.

Qualls (1987) suggests that husbands' and wives' employment status outside the home, generating income, tends to subtract time away from household activities. Thus, the husbands' and/or wives' ability to impart economic and time resources in the household partially determines his/her ability to participate in and obtain influence in household decisions. Thus, it may be that a greater involvement by husbands may in fact be a lesser involvement by wives. In other words, as wives, most of whom are now working, devote less time and energy to the process, husbands become more involved in grocery shopping decision-making.

Another paradigm at work in this issue, sex role orientation, refers to sex role preferences. Those are indicative of culturally determined attitudes (traditionalism/modernity) toward the role of wife/husband and mother/father in the household (Quails, 1987). Along with some minor cultural groups, Singapore has three larger, distinct cultures, Chinese (from several dialect! regional groups), Indian (mostly Tamils from south India), and Malays. Those three cultures have strong groundings spelling out traditional marital roles. It is fair to say that in all three cultures, women are the expected, overall decision-makers and purchasers of grocery items. It follows that findings pointing out husbands' greater contribution to grocery shopping may be indicators of cultural shifts away from traditionalism toward modernism.

Integrating resources and sex-role orientation theories, both discussed above, Webster (1992) identified additional important factors affecting marital power in decision-making, such as time spent alone, childhood spoilness, aggressiveness, willingness to please, self-esteem, locus of control orientation, need for approval, confidence in spouse, decision-making power at work, importance of marriage, and role of affect in spousal decision-making.

A third paradigm, involvement theory, is often associated to family decision-making, stating that the relative influence in a purchase decision is higher for a spouse who is highly involved in the purchase and desires that it reflect his or her individual interests and preferences (Corfman and Lehmann, 1987; Quails, 1987). Krishnamurthy (1983) further suggests that "the greater the involvement, the greater the influence of that individual in the joint decision, and the greater the congruence between the joint decision and his decision if he had to decide by himself'.

Clearly, family decision-making may thus be a very complex, emotion-laden phenomenon. While overall interest in studies of family decision-making may have dwindled recently, the rapid changes in traditional, cultural values observed worldwide should rekindle the curiosity of the phenomenon. Mass media broadcast concepts of happy families engaging together in a variety of consumer activities. Should marital roles adapt to the portrayals depicted in those messages, it would then be meaningful to record such changes and design more responsive communication and marketing strategies. However, should the opposite be noted (that is, somewhat unchanging marital roles expressed in the family decision-making process), researchers may want to investigate the social and cultural stumbling blocks to adapting marital roles and the sharing of family decision-making.

In such a spirit, this investigation of husbands' role in family decision-making in grocery shopping in Singapore aims to record the dynamics of the phenomenon. Without reliable, prior evidence concerning changes in traditional marital roles, the nature of this study must remain exploratory. The purpose of this research, to describe a potential change in husbands' role in a specific shopping context, is thus purely exploratory. One of the appeals of exploratory analysis is that it does not "restrict the parameters of the system to be consistent with the hypothesised structure" (Dillon, Madden, and Firtle 1987, p 603). Confirmatory research may point to support or not specific hypothesised relationships and such relationships have not yet been established. Hopefully, as a result of this research, a better understanding of the changes potentially taking place in the market will be gained.

Research Methodology

Research Instruments

A questionnaire was used to acquire data from grocery shoppers. Section 1 of the questionnaire investigates factors affecting husbands' role in grocery product purchases. Section 2 identifies the relative dominance of each spouse on eight grocery products over four stages of the decision process, namely, initiation, buying, influencing, decision-making. Section 3 is designed to gather the demographic profile of the respondents. Anonymity was maintained to enhance willingness to participate in the survey. In the last section, respondents were asked to answer 20 attitudinal and behavioural questions tapping their direct influence in the purchase decision-making process, expertise, actual performance and sharing of household chores, income, years in the marriage, cultural role expectations, individual and family consumption patterns, desire for spousal participation in grocery shopping, and enjoyment derived from grocery shopping. All questions were framed from the literature and tested on a set of consumers for ease of understanding.

The eight products selected for this research are products commonly found in family grocery shopping situations: cleaning and dairy products, meat, vegetables, toiletries, fruits, canned food, and vegetables. The decision to retain the eight products was made after conducting an informal survey with ten families to identify those product categories most often purchased on grocery shopping trips. The eight product categories retained here were common to all families.

Also, to lessen the threat to the measurement's validity caused by respondents' fatigue, it was deemed reasonable to limit the number of product! stimuli to eight. With four stages of the decision-making process under investigation, respondents had to provide 32 answers, in addition to demographic and other information.

Data Collection

The survey was conducted randomly at three Singapore supermarkets with heavy shopping traffic. One hundred and fifty couples who had just completed their grocery purchases were chosen so as to capture the information while it was still fresh in memory. As interviewers completed interviews, they systematically invited the next exiting respondents to participate in the survey. If the request was declined, interviewers then asked the very next exiting family of shoppers.

Constructing both English and Chinese surveys eliminated the language barrier. Respondents selected which language they preferred for the survey. Chinese surveys were back-translated for improved validity. Many older Singaporeans are not fully proficient in English and of the younger Singaporeans who are, most are likely to be well-educated and higher income earners who may possess a different mindset from average Singaporeans. Thus, using both surveys enhances the sample's representativeness and minimises potential bias.

Findings and Discussion

Demographic Data

The respondents were distributed widely across all educational levels, and most had at least secondary education. The largest proportion (42 per cent) had graduated from high school and 12 per cent had a university degree, approximating the educational make-up of Singapore consumers. One in five respondents (20.5 per cent) lived on a monthly, combined family income ranging between $4,000 and $4,999, and a similar proportion of consumers (18.9 per cent) did so with between $3,000 and $3,999.

One third of the shoppers surveyed only had younger children (that is, < 12 years of age), while one in six (13 per cent) had children both older and younger than 12 years. A large proportion (70 per cent) of respondents came from dual income families and almost two-thirds (63 per cent) of the sample was made up of consumers ranging between the age groups of 25-39, and 50-54. Other age groups form a smaller proportion of the sample. Finally, the majority of the respondents (30 per cent) had been married for less than five years. The years of marriage for the rest of the respondents were fairly evenly distributed from five to more than 30 years.

Spousal Relative Dominance Analysis

Previous studies showed that husband-wife roles vary not only with the product but also with the type of decision. Since this effort aims at recording husbands' greater involvement in grocery purchase decision-making situations, Section 2 was broken down into husband-dominated, wife-dominated and syncretic groups to identify the different stages at which a particular spouse displays a more significant role. Since there were no recorded instances where decision-making was autonomic, the situation was not illustrated in the table. The percentage dominance is calculated using SPSS as shown in Table 1.

Initiator

As illustrated in Figure 1, this stage shows a distinctive difference among the products in terms of Locus of decisional influence. 'Beverages' leans more strongly toward husband-dominance, and 'Cleaning Products,' the least. Since 'beverages' are often needed and consumed by both spouses, it follows that this category of products does not show a great dominance by either spouse. The findings are in support of the involvement theory which states that a spouse's relative influence in a purchase decision is higher/lower for the spouse who is highly/lowly involved in the consumption or use of the product and desires that it reflect his or her individual interests and preferences, or lack of (Corfman and Lehmann, 1987; Qualls, 1987). The position of "Cleaning Products" on the map clearly indicates husbands' lack of involvement with the product, and by extension with activities associated to house cleaning.

Buyer

At this stage and as illustrated in Figure 2, the purchase of the eight products are also mostly wife-dominated. However, except for "beverages," "fruits" and "canned food," that have remained in a similar position as in the initiation stage, the decision-making for all other products appears to have slightly shifted toward a more syncretic process. Yet, the buying decision is still very much within the wife's dominance. For instance, for those products that tend to be the more syncretically purchased, such as "beverages" and "dairy products," joint decisions hover at between 30 and 40 per cent.

Interestingly, spousal buying influence for beverages is more evenly distributed (that is, husband-dominated: 23 per cent, wife-dominated: 39 per cent and syncretic: 37 per cent) than with dairy products, (that is, husband dominated: 13 per cent, wife-dominated: 56 per cent and syncretic: 31 per cent), the other product that tends toward being purchased syncretically.

We note minor changes when comparing spousal influence at the initiating and buying stages for beverages, however, for dairy products, the roughly 10 percentage-point increase for syncretically reached decisions at the buying stage (22.1 vs 31.1 per cent) may come from a similar, proportional decrease in wife's dominance (66.4 vs 55.7 per cent). In other words, this observation may indicate that while a majority of wives initiates the purchase of dairy products, more husbands share in the actual purchasing decision. This increase in involvement may possibly take place at the point of purchase. While still very much a wife-dominated (84 per cent) product, syncretic decisions for the buying of cleaning products increase by 10 per cent against a sharp drop of 20 per cent for wife-dominated decisions (84 vs 64 per cent).

Influencer

Similar to the previous two stages of the buying decision process, purchases of products such as cleaning products, meat, vegetables, and toiletries are strongly influenced by the wife. However, as indicated in Figure 3, while purchase decision-making stages for beverages seem mostly syncretically decided, the other three items (that is, fruits, dairy products and canned food) tend to move slightly toward more syncretic influences. And the move is more noticeable for dairy products and fruits. This may further indicate that husbands who accompany their wives on grocery shopping trips give more input on the selection of such products at the point of purchase.

Spousal influence on the purchasing decision process of meat, while strongly influenced by the wife throughout, shows interesting changes in influence throughout the first three stages. As wives' influence decreases from 74 to 68 per cent, and to 60 per cent from initiation to buying, and to influence, husbands' influence rises from around 10 per cent at the first two stages to 22 per cent at the third stage. Syncretic decisions also rise from about 15 to 20 per cent.

Again, these observations may hint to a greater husbands' involvement at the point-of-purchase decision-making. When comparing data at the "influence" stage to the two earlier stages, Table 1 clearly indicates that husbands tend to influence more the decision-making process at the third stage, while the numbers for syncretic decisions do not vary much throughout. One noticeable exception concerns beverages where the whole process seems more syncretic.

Decision-maker

Decision-making is undeniably the realm of wives. In not even one category did husbands dominate the decision-making. Nor were the decisions ever raised more syncretically than in other forms of spousal influence. It is interesting to note that while the influence of husbands generally rose through the first three stages (that is, initiation, buying, influencing) it fell sharply in the fourth stage, for most product types. A similar phenomenon was not found with syncretic influence. A closer inspection of the results illustrated in Table 1 shows little meaningful, if any, difference in the make-up of spousal influence between the initiation and decision-making stages. This observation is confirmed when assessing the role distribution, as shown in Figure 4. Both extremes remain Cleaning products and Beverages. Cleaning products are highly dominated by the wife and decisions on Beverage are syncretic. Another four items (vegetables, toiletries, meat, and fruits) are very similar in terms of spousal dominance.

Attitudinal Variables Analysis

To better assess levels of dominance and other pertinent factors an analysis of the distribution of responses to the 20 behavioural and attitudinal questions was conducted. Chi-square analyses were performed to ferret out significant differences ([alpha] = .05).

Initiators

Respondents' performance of household chores differs significantly as wives do most household work like preparing meals, house cleaning and laundry. It follows that they would logically be more influential initiating the purchase decision process of products like meat and cleaning products. Such findings bring support to Starch's (1958) findings relating frequency of usage and influence. Similar results are observed with beverages where decisions are made syncretically or mostly influenced by husbands: the family consumes beverages that do not need preparation jointly and husbands are more influential with certain types of beverages (for example, beer, wine, and liquor). As almost 70 per cent of the wives enjoy grocery shopping, it is not surprising to note that they are more likely to initiate purchases.

Buyers

Buying beverages is a task jointly influenced by spouses, reflecting its joint consumption. For canned food and cleaning products, "expertise" and "performance of chores" are significant ([alpha] = .05) discriminant among spouses. Over 85 per cent of spouses agreed that the spouse who does the work knows better than the other spouse about the work-related products. Such role specialisation accounts for the wives' dominant influence in the purchasing process of canned food and cleaning products.

"Enjoyment" is a significant ([alpha] = .05) factor in the purchase of toiletries, implying that wives (69 per cent) enjoy grocery/toiletry shopping more than husbands (24 per cent). Results indicate that wives are strong influencers when buying toiletries while husbands do not enjoy the process, relinquishing almost all influence.

Influencer

Wives perceive themselves as more influential in product categories such as fruits, dairy products, meat, beverages, and canned food. More than 60 per cent of wives will generally purchase grocery product categories! brands that their husbands like, potentially accounting for husband' greater influence than in categories such as vegetables and cleaning products. It seems somewhat contradictory that wives would perceive themselves as such strong influencers when they actually listen to their husbands' requests or suggestions. Syncretic and husband influence on family-consumed products, such as beverages, are consistent with Grandbois' (1971) findings that husbands dominate/influence the purchases of alcoholic beverages.

Role specialisation is clearly significant in the purchase of cleaning products giving more "expert" spouses' (that is, wives') extra influence, supporting Weick (1971).

Decision-makers

Data indicates that 66 per cent of the wives usually give their spouse very specific directions as to what to purchase at the grocery store, even though 85 per cent believe that husbands can be trusted in their ability to make correct decisions at the point of purchase. "Expertise" and "performance of chores" are also significant discriminant at this stage ([alpha] = .05), suggesting the tendency to let the more knowledgeable spouse make purchasing decisions, thereby reducing perceived risk.

While wives perceived themselves as the stronger influence, they recognised husbands' input at this stage for fruits, dairy products, meat and canned food. Only with purchases of cleaning products and vegetables does husbands' influence appear to be almost non-existent.

"Years in the marriage" is a variable that discriminated ([alpha] = .05) significantly between respondents. The older the marriage, the more the husbands trusted their wives purchasing decision. Sixty per cent of wives married 10 years of more agreed that their husbands trusted their decision more now than when they first got married.

Additional Findings

International media (Asian Wall Street Journal, 19-20 Feb 1999) reported that "men in Asia are more likely to view shopping as a family activity and so accompany their wives and children to the mall or grocery store." This research found that 51 per cent of male participants view grocery shopping as a family activity, even though only about a quarter (25.6 per cent) enjoyed the activity and one in ten felt it was embarrassing for a man to be seen doing grocery shopping. The feeling was not shared by wives (5 per cent agreed that grocery shopping is not for men to be seen) who, in majority (55 per cent) believed that men should take a more active role in grocery shopping, supporting Ferber and Birnbaum,' (1980) notion of territoriality.

Husbands of working wives take on household chore sharing more often (70 per cent) since their wives started working outside the home. Still, only 13 per cent of the husbands interviewed declared doing most of the household chores. These findings are contrary to Bayer's (1976), Parelius' (1975), and Scanzoni's (1975) which suggested changes in gender norms toward greater husbands' participation. Again, husbands in this study had an overall lower level of involvement in actual grocery shopping. The difference may be due to Asian males, and families as a whole, being more traditional and less open to modem behaviours that may tend to be associated to western families.

In summary, results tend to corroborate earlier findings that the spouse in charge of grocery shopping is the better decision-maker. Although husbands' involvement at the "buyer" stage is quite low in this study, husbands do play a significant role/influence at many stages of the purchase decision-making process. Such findings are in contrast with reports from Asian Market Intelligence reported in the local media (Straits Times, 18 Oct 1999) that claim husbands to be decision-makers. Rather, our research offers that husbands act mostly as influencers and not much as initiators, buyers or decision-makers. However, syncretic decision-making seems to occur in every three to four occasions, and for most products. Furthermore, the data suggests that husbands' influence may be localised at the point of purchase. In other words, it could be that, in an effort toward greater involvement with general household management and sharing of duties, husbands accompany their wives more on grocery shopping trips where they ar e gradually becoming more influential with decision-making.

The increased influence of husbands, along with the large proportion of purchase making decisions that are done syncretically (between 25 and 35 per cent) have profound implications for marketing communicators. Male figures should then appear more often in grocery advertisements. Consequently, marketing and advertising strategies should not be targeted solely to wives; rather strategies designed to appeal to the female spouse should target both spouses, as well. However, certain strategies can be specifically designed to target the husband, especially in beverages where males initiate the purchase and are more influential on the ultimate purchase decision.

Limitations

One concern is that as data was collected in three shopping areas, it may not represent the whole population. Furthermore, respondents may have given incorrect information, especially if they were in a hurry just after completing their purchases or unwilling to accurately disclose information. Respondent fatigue in answering lengthy questionnaires might also give rise to biased results, making accurate measurement difficult, even though care was taken to keep the instrument used in this study manageable.

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Table 1

Percentage of Dominance

                               Initiator                     Buyer
Products                     H     W         S            H      W

Fruits                    11.5  61.5/     27           14.8   60.7/

Dairy products            11.5  66.4/     22.1         13.1   55.7/
Vegetables                 4.9  76.2/     18.9          4.9   70.5/
Meat                      11.5  73.8/     14.8          9.8   68/
Beverages                 32    31.1      36.9/        23     39.3/
Canned Food               18.9  53.3/     27.9         18     53.3/
Cleaning Products          5.7  83.6/     10.7          9.8   64.7/
Toiletries                 6.6  69.7/     23.8          9.8   63.9/

                     Buyer                 Influencer
Products              S                 H     W         S

Fruits             24.6              27    45.1/     27.9

Dairy products     31.1              16.4  52.5/     31.1
Vegetables         24.6              12.3  65.6/     22.1
Meat               22.1              20.5  59.8/     19.7
Beverages          37.7/             32    30.3      37.7
Canned Food        29.7              21.3  45.1/     33.6
Cleaning Products  20.5              10.7  70.5/     18.9
Toiletries         26.2              10.7  63.1/     26.2

                               Decision-maker
Products                          H     W         S

Fruits                         13.1  60.7/     26.2

Dairy products                 13.9  52.5/     33.6
Vegetables                      6.6  68.9/     24.6
Meat                           10.7  63.9/     25.4
Beverages                      28.7  30.3      41/
Canned Food                    18    45.1/     36.9
Cleaning Products               7.4  77/       15.6
Toiletries                      8.2  66.4/     25.4

Note: Numbers in underlined fonts are the highest percentage for each
category.

H: Husband-dominated

W: Wife-dominated

S: Syncretic