Purchase decisions: An empirical study of women's role in family

The purpose of this paper was to analyze the relationship between demographic and geographic variables of women and their involvement in purchase decisions of family and to analyze the women’s involvement level/degree in these purchase decisions. Rrespondents (n=200) were surveyed on random basis through printed questionnaires by a personal interview during January 2010. Simple percentage method has been used to evaluate the data. Chi Square Test of Independence and Kolmogorov-Smirnov One Sample test has been applied to test the hypothesis. Study states a significant relationship between various demographic and geographic variables of women and their involvement in making purchase decisions of family except only one variable i.e. income. Study depicts a high degree of involvement of women in purchase decision making of the family. Study also delineates that majority of women are quality and brand conscious and most of them collect the information while making purchase decisions. This study furnishes information about women’s demographic and geographic variables, their preference while making purchase decisions and relationship between various demographic and geographic variables of women and their involvement in making purchase decisions of the family. This study was confined to selected region of Pune district of Maharashtra with few randomly selected women respondents.