Purchasing Behaviour of Women towards Consumer Durables in Rajasthan.

Tripathi, Purshottam Kumar

The role of Indian women as a consumer has changed dramatically over the last few decades. Purchase decisions for goods and services such as- food products, women's clothes, clothes for children, kitchen appliances, jewellery and general household products are taken by working women. In case of durable Products consumption it has happened also as which were luxury at once becomes necessity now. Consumer centric marketing style is predominant in durables which in turn revolve round the consumer purchase attitude. Today women's are chief purchase officer controlling 85% of all purchase decision. In India women hold more than 25% of the white collar jobs in sector like IT,ITES, Pharmaceutical, Biotechnology, market research, financial services, advertising, marketing and media. The new Indian woman is a hard working professional woman. In this research paper an attempt is made to study of women purchase attitude with special reference to consumer durables in Rajasthan.

RAJASTHAN (India); DURABLE consumer goods; WOMEN consumers; CONSUMER behavior; WOMEN in the professions

International Journal of Business & Engineering Research, 2018, Vol 11, p1

0975-0479

Academic Journal