Consumer's attitude towards spending, saving and choosing the brands and stores and the purchase of products have been moulded by the family environment they grow up in. Thus marketers need to understand the nature of the family's influence on its members and the way in which purchase decisions are made by members so that they can effectively program their marketing mix.
This book consists of every phase in the family decision making process and the role of women starting from the need recognition to the search, evaluation of product alternatives and in deciding the product features and store of purchase and the post purchase behaviour of family members in the purchase of Television, Refrigerator, Washing Machine and Two Wheeler. Understanding the role of women in family purchase decision-making is an interesting as well as very important area of study in this changing economy. |
