A COMPARATIVE STUDY OF COMPULSIVE BUYING BEHAVIOUR BETWEEN WORKING AND NON-WORKING WOMEN
Keywords:
Consumers, Working womenAbstract
With the end of 20th century we are moved into a third millennium. As consumers we can see many developments and changes are taking place around us. Every firm within each industry is trying to follow and fulfill the changing and diverse needs of the people. The proportion of working wife families has increased very much over the past half century. In 1910, only one wife out of five wives worked, but today, the proportion is reached to three out of five. Working wives have time constraint for the performance of household duties such as shopping, cooking, cleaning etc. This suggests that different strategies should be developed by marketers to cope with these problems. Marketers should consider working and non-working women as different consumers. Objectives of this study are- to determine how women, now days, formulate their purchasing strategy for different types of goods, to determine different aspects of purchasing strategy on which working and non-working women have different views, to study the effect of various factors on purchasing policy of both working and non-working women.
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