Durable product selection criteria of women: A study in Erode district of Tamil Nadu Komaladevi P.1,*, PhD Research Scholar, Assistant Professor, Sakthivel N.2,*, Research Supervisor & Asst. Professor 1in Commerce, Gobi Arts & Science College, Gobichettiyapalayam-638453, Tamilnadu, India. *Corresponding author Email id: *tmpriya.devi@gmail.com;
*sakthivel_gasc@rediffmail.com
Abstract India is identified as a country of great tradition, filled with social customs and norms which exert a firm grip over the behaviour of every individual across the world. Women, who constitute more than half of the total Indian population, are one of the most important and dynamic human being and their role in the socio-economic development of country is unquestionable. Although the prosperity and growth of a nation depends on the status and development of women and they are the companion of men gifted with equal mental capacities as quoted by Gandhiji in his writing “Young Indian” in 1918, they are deprived and long neglected sections of the Indian society. Traditionally, family heads are seen to be the purchasing agents for the household items (particularly durable items) as the women in the household often refrain from involving in the decision-making process due to their increasing participation in the family work force. However, there is a shift in the women's role from just family work force to overall family management and they have now started playing the role of “buyers” for the entire household. Even in those households, where women do not work, they are involved with their husbands in decision-making process and sometimes they are dominant group in decision process. Therefore, this research work is undertaken empirically to evaluate the role of working women in buying decisions for household consumer durable goods. Top Keywords Buying Behaviour, Decision-making, Demographic Variables, Durable Products, Selection Criteria. Top |