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International Design Journal

International Design Journal

Abstract

The research aimed to study the relationship between the household’s purchase behavior regarding modern household appliances in its three dimensions (before purchase, during purchase, and after purchase) and her role in the family in its three forms (her role as a mother, her role as a hold, and her role as a household). Importance of research: - The research contributes to pushing researchers in the Department of Family and Childhood Institutions Management to pay more attention to the multiple roles of the head of the family inside and outside the family and how to reconcile them in an attempt to reach proposed solutions that help maximize the benefit from the programs provided towards improving the factors leading to the increase in women’s demand for domestic work. - It can be used by laying the foundations for planning media policies directed towards the purchasing behavior of modern home appliances, as it is considered one of the most important causes of energy waste if they are used in a healthy way. The research sample consisted of (470) housewives from the villages and cities of Gharbia Governorate, with different socio-economic and educational levels, whether working or not, provided that each of them shall have an existing marital relationship, while they have modern home appliances. The application of the basic study tools took around three months, from 01/06/2020 to 01/09/2020 and the questionnaire was applied electronically by sending email to the housewives, subject of the study, or through social media. The study tools consisted of the following: The household general data form, a questionnaire of the household’s purchase behavior regarding modern household appliances in its three dimensions (before purchase, during purchase, and after purchase ) , and a questionnaire of the household role in the family with its three forms (her role as a mother, her role as a hold, and her role as a household) (All forms & questionnaires were prepared by the researchers ) The research followed the descriptive analytical method . Research Results: The research found that there is a positive correlation between the household’s purchase behavior regarding modern household appliances and her role in the family; There is no statistically significant correlation between the total purchase behavior of the household regarding modern household appliances and some variables of the socio-economic level (the financial income of the family), while there is a statistically significant correlation be tween the total roles of the household in the family and some variables of the socio-economic level (the financial income of the family). There are statistically significant differences between rural and urban housewives in the purchase behavior of the household regarding modern household appliances (the after-purchase stage) in favor of urban housewives. There are statistically significant differences between working and non-working housewives in the purchase behavior of the household regarding modern household appliances in favor of the non-working housewives. There are statistically significant differences between housewives ( less than 35 years old , more than 35 years old) in the purchase behavior of the household regarding modern household appliances in favor of the group of more than 35 years old. There is no statistically significant difference between the housewives, subject of the study sample, in both the purchase behavior (before purchase, during purchase, and after purchase) and the family roles (as a mother, as a hold, as a household, and the total family roles) according to the marriage period. Recommendations: Urging the media to pay attention to programs for housewives in order to educate them about the correct method of selection and correct methods of use and operation of modern household appliances and take care of them to increase their efficiency to fulfill their multiple roles inside and outside the family. Furthermore, paying attention to prepare continuous training programs for family and child organizations management specialists in the field of household appliances and taking care of the same, and working on the sustainable development of their scientific and practical experiences and skills to ensure the upgrading of their scientific level through the Consumer Protection Agency. In addition, the maternal and child care centers shall hold seminars and counseling programs to raise girls’ awareness before marriage to develop their efficiency in performing their various roles.

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