Women in Family Decision Making

Book Summary of Women In Family Decision Making Consumers attitude towards spending saving and choosing the brands and stores and the purchase of products have been moulded by the family enviroment they grow up in. Thus marketers need to understand the nature of the familys 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 Table of Contents Introduction Review of Literature Cosumer Decision Making Buying Behaviour of Durable Goods Role of Women in the Decision-Making Process of Family Purchase Final Decision Makers in the Family Purchase of Durable Goods Summary of Findings Suggestions and Conclusion