SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES VOL. 1 NO. 1 PAPER 2
 
CHANGING SEX ROLE ORIENTATION AND ITS IMPACT ON HOUSEHOLD DECISION BEHAVIOR IN INDIA
 
J.Clement Sudhahar and D. Israel
Department of Management Studies, Karunya Institute of Technology, Coimbatore, India
 
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.
 
KEYWORDS: Purchase Decision-Making, Consumer Behaviour JEL CLASSIFICATIONS: D11, M31, P36 FULL TEXT