Role of Women in Consumption Behaviour: A Comparison of Working and Non Working Wives in Shimla Town

Authors

  •   Kapil Kathuria Associate Professor, Department of Business Management, Dr. Y S Parmar University of Horticulture and Forestry, Nauni, Solan, Himachal Pradesh - 173 230
  •   Poonam Rana Assistant Manager, Punjab National Bank, Khudda Lahora, Chandigarh - 160 014

DOI:

https://doi.org/10.17010/ijom/2016/v46/i3/88989

Keywords:

Role in Family Consumption

, Working Married Women, Non-Working Married Women, Durables, Non-Durables, and High Value Purchases.

Paper Submission Date

, August 6, 2015, Paper sent back for Revision, November 27, Paper Acceptance Date, January 4, 2016.

Abstract

Women have a significant role in the consumption processes of a family and are an influential marketing segment. The objective of this paper was to compare the roles played by working wives (WW) and non working wives (NWW) of Shimla in consumption of different kind of products the families used. The study is based on a sample of 60 respondents of which 30 were working wives and 30 were non-working wives. The data was collected by using a structured questionnaire dealing with roles played by women in purchase of non durables, durables, and high value products. It was observed that working wives were more active in consumption related roles of high involvement products, while non-working wives were more active in consumption related roles in connection with low involvement products.

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Published

2016-03-01

How to Cite

Kathuria, K., & Rana, P. (2016). Role of Women in Consumption Behaviour: A Comparison of Working and Non Working Wives in Shimla Town. Indian Journal of Marketing, 46(3), 22–30. https://doi.org/10.17010/ijom/2016/v46/i3/88989

Issue

Volume 46, Issue 3, March 2016

Section

Articles
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Scopus
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Europe PMC

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