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Impact of Family Sentiments on Indian Woman and Their Buying Behaviour


  • Ramesh Babu Kakumanu

    () (Reserarch Scholar, Jawaharlal Nehru Technological University, Hyderabad, Telangana)

  • Dr. V. Israel Raju

    () (Professor, K. C. Reddy PG College, Guntur, Andhra Pradesh)

  • Dr. A. Kishore Kumar

    () (Principal, Siddhartha Institute of Computer Sciences, Ibrahimpathnam, R R Dist, Hyderabad)


A woman basically is an emotional creature and woman without emotions is like cake without cream. They undergo all types of emotions like joy, fear, anger, humor, sex, empathy and love. Family sentiments are most powerful tools to push woman into emotional state of mind. Family sentiments in the form of relationships, sharing love, caring, security, warmth, sex, and living together are frequently used in the advertisements. This article studies family appeals impact on Indian woman. The age based factors are analyzed. Possible relations, associations and deviations of age factors with respect to family appeals impacting on Indian women are tested. The sample size is 753.

Suggested Citation

  • Ramesh Babu Kakumanu & Dr. V. Israel Raju & Dr. A. Kishore Kumar, 2015. "Impact of Family Sentiments on Indian Woman and Their Buying Behaviour," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 10(1), pages 74-85, April.
  • Handle: RePEc:jct:journl:v:10:y:2015:i:1:p:74-85

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    More about this item


    Family and Relations Appeal; Advertisements; Indian Women; Age; Impact;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z0 - Other Special Topics - - General


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