A Study of The Female Buying Behaviour of Handbags Shopping in West Delhi Malls

In the present era, studying female buying behavior has become a matter of great prominence due to the level of changes in female behavioural patterns and the overall advancements in the societal outlook towards women. They are no more bound to the four walls of the house. Women of today has come out of the traditional shackles posed on them by the Indian society and have established their individual identities. Therefore, it is quite relevant to study the behavior of the modern women in regard to the various product segments. This study aims at finding the relationship impact of age, gender and marital status of women on handbags shopping from malls in West Delhi. Also, the other objective is to analyse the impact of promotion strategies on the female while buying handbags from malls. Malls these days serve as a popular outlet for shopping of different products under one roof and Delhi, being a metropolitan city has got a number of huge malls serving the consumers. This is an empirical research with a sample size of 100 females found shopping handbags in the malls of West Delhi. The questionnaires used were got filled in person with the female buyers. It was revealed that economically independent women buyers in the age group of 20–40 tend to spend more on handbag shopping. Also, married women are influenced by their spouse in the buying decision in comparison to the unmarried ones. More than 80% of the women preferred to buy handbags under the influence of sales promotion strategies. Hence, this study is useful for the marketers to emphasize the appropriate promotion strategies to gain higher revenues.