The family purchasing process of broadband internet in Australia

Abstract

This study investigates the purchase process of broadband internet among 10 Australian families. The objective of this study was to explore the collective decision-making process of families that led to the purchase of broadband. The findings of the research project is the model of the Family Broadband Purchasing Process which maps the critical events, the interplay of family roles and influencing factors that lead to the decision to purchase broadband. The findings from the study can be used to leverage current marketing strategies and contribute to a greater understanding of the lack of demand for broadband.