Role Of Women in Family Purchase Decisions - A Study

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For over the dictionary it is an universal accepted and welcomd truth is women are great decision-makers and influencers in the family purchase decision making. There is a common phrase in the marketing concept is "the customer is the king". In the same way, the women customers are the king when it comes to purchasing consumer durables for their families. Women are considered multi-tasker because they in an around the house in society does all the work. The preferences in desires of each member of the family differ. Women who are the primal member of the family try to recognise the desires of the members and makes the decision. In the event of purchasing consumer durables, the discussion within the family may give the best output of what to purchase? How much to purchase? Which brand to purchase? The face a lot of dilemma at the time of deciding an a product. Hence, decision making is the process of identifying the need in the family, jointly collects information, assessing the list of alternatives, and making the purchase decision. Marketers are well known that female consumers are different from male the durable products are provided according to the consumption pattern and behaviour of each consumer, especially in consumer appliances or white goods. These usage of white goods are frequent among women consumers because they are the ultimate users.