Decision making dynamics within the Vietnamese family unit

The Vietnamese family is changing and so may be the way they make mid-to-high involvement consumer decisions. A dynamic economy, rising standards of living, and an increasingly consumption-oriented society are changing the way families interact, especially about consumption. The traditional belief that the big decisions are made by the paternal head of family is no longer the norm. In some cases the household head is switching from the eldest male to the main salary earner. There are also smaller nuclear family households with fewer children. With increasing education levels of younger generations and changing family dynamics, the possibility of increased reciprocal consumer socialisation occurring is likely.