Product Purchase Decision Making Process among Urban Married Women a Study in Erode District

Urban women play a significant role in the domestic and socio-economic life of the society. In India, over the years, both female and male roles have been changing. Many Women are placing an increasing value on independence and the freedom to do what they want. Being aware of the dual responsibility at home and office, working wives are pressurized for time. As they enjoy economic freedom, it may appear that they make independent decisions. More women are also rejecting traditional roles related to submissiveness and home making. The rise in the importance of Information Technology has given rise to a variety of new professions. They have spawned a taste for cosmopolitan lifestyle among the emerging middle class. Breakup of joint families, rise in the member of nuclear families and greater urbanization has increased the dependence on household appliances and labour-saving gadgets. In this scenario, women are becoming more visible in the markets and are emerging as the new decision makers at home.

The working women in the modern days have gained knowledge of various issues ranging from product alternatives to political changes, since they have a chance to interact with others more than those who are taking care of. The working women have more opportunities to go through news papers, magazines, etc. These factors make the employed women aware of various product alternatives. More over since they have discussion with their colleagues or friends about the usage of the products, their features, prices, etc. they start comparing features and prices of various products. It enables the employed women to make purchase decisions prudently. Keeping this in view, the present study has been under taken in Erode District.