Contact Us
Click Here

"A STUDY ON WOMEN’S PURCHASE DECISION OF DURABLE PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 3, page no.340-360, March-2021, Available :http://www.jetir.org/papers/JETIR2103052.pdf

• Dr. S. Ganapathy
• Sakkariya K K

Family purchase is a continuous and complex decision-making process. Marketers identify customer demand at early stages. This need urges him or her to search for information related with products which satisfies him or her. This study aims to compare the purchase influence of housewives and working wives on family purchase decisions for durables. The ultimate aim of this study is to find out the purchase influence of married women both working wives as well as housewives in Kozhikode District. Families have purchased any one of the six durable goods namely- Television, Refrigerator, Washing Machine, Air Conditioner, Personal Computer and Car. The demographics included both working wives as well as housewives. Purchase influence of women is constituted by many variables such as gender role orientation, personality, purchasing involvement and stages in decision making process. These variables differ from woman to woman. Therefore, this study analyses how and why these variables are different among different segments of women. And this study helps to formulate strategies for marketing.

Consumers, purchase decision, gender role orientation, personality, purchasing involvement

"A STUDY ON WOMEN’S PURCHASE DECISION OF DURABLE PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 3, page no. pp340-360, March-2021, Available at : http://www.jetir.org/papers/JETIR2103052.pdf