Family Conflict Resolution: Purchase role of Urban women

Anilkumar, N.; Joseph, Jelsey
July 2013
SCMS Journal of Indian Management;Jul-Sep2013, Vol. 10 Issue 3, p13
Academic Journal
Many aspects influence the consumer behavior of men & women as a family consumer of goods purchased for common family use/consumption. Both internal and external aspects influence the consumer in the market. These various aspects could be variables like the personal, psychographic, family and social normative variables as also the perceived behavioral control variables as per the TPB. The Consumer is motivated through persuasive techniques to change his/her attitude towards the purchase of goods/services. In this study the family aspects are probed to throw more limelight on the influence of family purchase roles ,conflict resolution style in the current family purchase attitude-decision making and consequent purchase behavior for durables with specific relevance to urban Kerala families of Kochi, the fastest growing metro in Kerala, being a key test marketing center for the entire spectrum of consumer durable products for common consumption with women in focus ,in view of higher standard of living. The family dynamics are brought in through this FDU study.


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