A study on women consumer behaviour towards life style products Mrs. Latha M. Madhu1, Dr. Sambrani Smitha2 1Research Scholar, Dept. of Business Management, Osmania University, Hyderabad 2Associate Professor, Dept. of Business Management, Osmania University, Hyderabad Online published on 4 June, 2019. Abstract Women are responsible for major purchase decisions in the family. They are driving the world economy. Globally, women control nearly $20 trillion in annual consumer spending and that figure would move to $28 trillion in the next five years. It is very difficult to ignore women consumers especially since their numbers are so high and also due to their influence on the buying behaviour of other major segments. They possess a lot of dispensable income and they spend a part of it to enhance their beauty, appearance and personality. Some of the products which women use for selfconsumption are apparels, bags, footwear, jewellery and cosmetics. Also, they have become more tech-savvy and their reliance on visual and digital media for gathering information has increased. Women do not believe in hearsay and would like to analyse and scrutinize the products themselves before buying. Marketers have to be very careful which designing products and marketing them to women because unlike men, it is very difficult to convince women or deceive them. Marketing messages have to be very specific and have to appeal to women with respect to their exact needs and requirements. In this study we have tried to explore the buying behaviour of women for certain products such as apparels, footwear and parlour services. Through our research we have tried to find out the factors which propel women to purchase products and services of their interest. Top Keywords Women, Women Consumers, Jewellery, Bags, Apparels. Top |