The Modern Indian Middle Class Women: An Analytical Study
Journal Title: International Journal for Research in Applied Science and Engineering Technology (IJRASET) - Year 2017, Vol 5, Issue 4
Abstract
Alfred Lord Tennyson has said in his poem “The Passing of Arthur” that old order changeth, yielding place to new , and God fulfills himself in many ways, lest one good custom should corrupt the world. The women of the middle class in India seem to have adopted the words of the great poet in their lives, almost practically. Women who would behave in a particular way for centuries together have reverted to a new style of living. Women around the globe have more control over their life choices and path than ever before. Women are entering the workforce at lightning speed They have career opportunities and a salary much higher than the women of the previous decades. Now the women have a greater contribution to their family’s income than before. Today, it is the woman in a household who makes the decisions in the majority of purchases--not only for her personal purchases but with purchases related to the entire family. This is a great challenge for many companies to understand, because it requires a huge shift in thinking and how business has historically been done. This research is done with the objective to see if the orientation towards of women is the same as a few decades back. For this a few comfort oriented aspects, apparel orientation and recreational aspects are studied. A questionnaire was designed to see the orientation of middle class women . For this data was collected from middle class women who acceding to report by NCAER belong to a family having an annual household income between 3.4 lakhs to 17 lakhs . The questionnaire was filled by women who were then divided into two groups . Group one comprised in the age group 20-140 and group two comprised of women above 40 and then a comparison was made if the orientation between the two groups was same or different. It was done with the intention to see that if differences do exist then if may be of help to marketers to change their products and services accordingly which may in turn b beneficial for the omen consumers and to the marketers as well.
Authors and Affiliations
Dr. Rizwana Atiq
Keywords
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- EP ID EP23817
- DOI http://doi.org/10.22214/ijraset.2017.4111
- Views 252
- Downloads 7
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