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Role of Females in Family Buying Decision-Making—A Study among Females in Uttrakhand

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  • Som Aditya Juyal
  • M. P. Singh

Abstract

The objective of this research paper is to investigate the effects of female role orientation on role structure in the family decision making. Five different purchase decisions were examined. A total of 300 females were interviewed in Dehradun district of Uttrakhand. Structured questionnaires were used to interview females. It was found that there is difference in female role orientation vis-Ã -vis their family type (joint or nuclear), age, education and income levels. Females are found to play more positive role in the purchase of durables they personally use than the durables for the family usage.

Suggested Citation

  • Som Aditya Juyal & M. P. Singh, 2009. "Role of Females in Family Buying Decision-Making—A Study among Females in Uttrakhand," Vision, , vol. 13(4), pages 15-23, October.
    • Handle: RePEc:sae:vision:v:13:y:2009:i:4:p:15-23
    DOI: 10.1177/097226290901300402
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    References listed on IDEAS

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    3. Filiatrault, Pierre & Ritchie, J R Brent, 1980. "Joint Purchasing Decisions: A Comparison of Influence Structure in Family and Couple Decision-Making Units," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(2), pages 131-140, Se.
    4. Belch, George E. & Belch, Michael A. & Ceresino, Gayle, 1985. "Parental and teenage child influences in family decision making," Journal of Business Research, Elsevier, vol. 13(2), pages 163-176, April.
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