Volume : III, Issue : VI, June - 2014

Changing Role of Women–A Lifestyle Analysis

Dr Nidhi Bhatia

Abstract :

Historically, consumer and market researchers have viewed women in the roles of wife, mother, homemaker, and hostess, or single girl preparatory to these roles. Roles outside the family, such as career woman or professional worker, which may be called social roles, were given little or no attention. The study emphasizes the importance of lifestyle and its influence on women buying behavior. The main purpose of the study is to examine the association between lifestyle and consumption pattern. Consumers often chose products, services and activities over others because they are associated with a certain lifestyle. Three groups of women - students, working women and housewives are included in the study. Differences and similarities among the groups will be observed in selected lifestyle and demographic characteristics. The study focuses on some sociological aspects of changing role of women and formally incorporates them into consumer behavior measures

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Dr Nidhi Bhatia / Changing Role of Women- A Lifestyle Analysis / International Journal of Scientific Research, Vol.3, Issue.6 June 2014

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