New Buying Patterns in Germany.

The article focuses on the new buying patterns in Germany. There are somewhat more than 17 million families in Western Germany and the trend is toward democracy in making family purchases. The latest studies indicate that the man may still have the deciding voice in the purchase of consumer durables but in general the views of both parents and of the older children are considered. Figures show that the larger purchases are jointly planned and made in nearly all families and some two-thirds of all married men and women make the buying decisions jointly. About four-fifths of all married men take their wives along when making what the husbands consider important purchases; only twofifths of the wives, however, take their husbands along, for instance when clothes shopping; the other three-fifths would rather take mother, daughter or woman friend. The average West German monthly net family income rose from $101 in 1953 to $145 in 1959 or 42%. Even more impressive is the growth of freely disposable income during this period. In 1953 the average West German family could do as it pleased with only 8% of its income, while 92% went for necessities.