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Dynamics of Marital Roles in Consumer Decision Making: A Study of Indian Households

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  • Krishna Das Gupta

Abstract

This paper tries to explore decision making phenomenon among husbands-wives w.r.t purchase of high involvement items. While selecting the purchase items care has been taken to qualify them in terms of evidence of pronounced decision making, involvement of huge financial outlay, and prolonged consumption over a wide span of time. Since 1970's decision making and subsequent purchase roles played by husband-wives in household has witnessed tremendous to shift in the Western countries. This is governed by demographic factors like increasing women in the workforce, higher educational standards, and delayed age of marriage. As fallout of this trend, the topic assumes significance and effort has been made to study if there is an underlying shift in decision making observed in Indian households. This is achieved through measurement of the relative influence exerted by husbands and wives in purchase decisions

Suggested Citation

  • Krishna Das Gupta, 2010. "Dynamics of Marital Roles in Consumer Decision Making: A Study of Indian Households," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 35(2), pages 209-225, May.
    • Handle: RePEc:sae:manlab:v:35:y:2010:i:2:p:209-225
    DOI: 10.1177/0258042X1003500205
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    References listed on IDEAS

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