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This article aims to contribute to understanding the buying behavior of the Algerian family. Its main objective is to determine the roles and influences of the two parents in making a purchase decision, along with the most influencing variables. To do that, a field study was conducted on a sample of 200 households. The results of this study would enable managers of points of sales to better understand the distribution of roles, in order to establish an adequate marketing strategy (targeting and positioning) and thus adapt the design of products to the needs of those who have the greatest influence on the purchase decision.

THE PURCHASE DECISION PROCESS WITHIN ALGERIAN FAMILIES: SHADOWS AND QUALITATIVE ENLIGHTENING.