MEASURING THE WOMEN’S INVOLVEMENT IN PURCHASE MAKING DECISIONS
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 2
Abstract
The purpose of this paper is to measure the relationship between demographic & geographic variables of women and their involvement in purchase making decisions of family and it also measures the level of involvement of women in these decisions. Data were collected through self-administered questionnaire. The sample consists of 200 women accessed through personal survey from shopping malls, multiplexes, and academic institutions when they visited these on week days. Chi Square test of independence and Kolmogorov-Smrinov one sample test analysis has been carried out. Result reveals a significant relationship between various demographic (age, education, working nature, occupation, marital status, type and size of family) and geographic (residing area) variables of women and their involvement in purchase making decisions of family except only one variable: income. Result also that reveals a high degree of involvement of women in purchase making decisions of the family has been found.
Authors and Affiliations
Atul Kumar
Keywords
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- EP ID EP19396
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