Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Feb09-Article3-Product Purchase Decision Making Process Among Urban Married Working Women in Tiruchirappalli District - An Analysis
- Price : 80.00
- Published on February 2, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Urban women play a significant role in 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 a cosmopolitan lifestyle among the emerging middle class. Break–up of joint families, rise in the number 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.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.