Working Wives and House Wives Purchase Intensions of High Involvement and Low Involvement Products - A Study Based on Kolkata

Author(s)	DR ANUPAM KARMAKAR
Country	India
Abstract	Both working wives and housewives participate and influence the purchase decisions of high involvement and low involvement products in the family. But the influence level across product categories differs between them, as the working wives are financially independent and better educated compared to their counterpart. That is why in this study an attmpt has been made to find out whether the influence of working wives is higher compared to house wives in case of purchase decisions of high involvement and low involvement products and finally to suggest some marketing strategies to the marketers regarding how they can influence the purchase decisions of both working wives and house wives.
Keywords	Consumer Behaviour, Decision-making, High Involvement and Low Involvement Products, Influence, Working Wives, House Wives, Chi-square
Published In	Volume 6, Issue 2, March-April 2024
Published On	2024-03-05
DOI	https://doi.org/10.36948/ijfmr.2024.v06i02.14316
Short DOI	https://doi.org/gtmbkb

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