In this study, we set out to examine the influence of husband and wife as family members in making family purchase decision for durable goods in the three major ethnic groups of Hausa, Ibo, and Yoruba in Nigeria. The significance of this study can be appreciated from the role of husband or wife in purchase decision making for durable goods. This research will not only illuminate but also help to formulate informed marketing strategies that will enhance purchase behaviour. The primary data source was from structured and semi-structured research questionnaire. The study population consists of families in the three ethnic groups of Hausa, Ibo, and Yoruba, in Nigeria. However, the target population for the study was 1,200 families randomly drawn from the three ethnic groups in the geographical area. The sample size of 300 for the study was arrived through Mac'odo (2002) Tara Yamani formula. The Analysis of Variance (ANOVA) statistical tool was used to test the hypotheses, with the aid of Statistical Packages for Social Sciences (SPSS) version 17.0.The result revealed that the husband's influence on the family purchase decision making for durable goods is more significant at the need recognition and final purchase decision stages, for the three ethnic groups of Hausa, Ibo and Yoruba. The influence of the husband is not significant at information search of purchase decision. On the other hand, the wife's influence is not significant especially at need recognition and final purchase decision making. These findings tend to show that Nigeria still practices traditional marital role values, where the husbands in the three ethnic groups make the major purchase decisions. This study recommends that specific target marketing strategies need to be employed and target either the husband or wife at each relevant stage, in the purchase decision-making. Similarly, the studies on the influence of children in family purchase decision will further enhance understanding of family purchase behaviour.