SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 1 |
NO. 1 |
PAPER 2 |
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CHANGING SEX ROLE ORIENTATION AND ITS IMPACT ON HOUSEHOLD DECISION BEHAVIOR IN INDIA |
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J.Clement Sudhahar and D. Israel |
Department of Management Studies, Karunya Institute of Technology, Coimbatore, India |
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One interesting aspect of consumer behaviour is the issue of who is
making decisions in the purchases of durables in the Indian families.
While a plethora of empirical studies have been made elsewhere, there
are scanty inquiries into Indian families that share radically different
life-styles, societal pattern and values from those of the countries
wherein these studies have been made. Addressing this issue is
imperative in the milieu of liberalized economy and the increasing per
capita income in India. An understanding of who is dominant in making
decisions in durables purchases will immensely help the international
marketers oblivious of the domestic societal and cultural pattern. In
this article, the authors have delved into the marital influence
structure in the purchases of durables. |
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