Study of Purchase Decision Making Roles of Females with reference to Consumer Durable Products in the city of Ahmedabad: An empirical study

A decision is the selection of a action from two or more alternative choices. Constantly consumers make decision regarding the choice, purchase, use of products and services. They face a lot of dilemma at the time of taking a purchase decision. Thus it is a process by which the consumers identify their needs, collect information, evaluate alternatives and make purchase decision. Females play a significant role in the domestic and socio¬economic life in the society. In India over the years, both female and male roles have been changing. Now a day's female are playing different role of chief purchasing officer and controlling 85% of buying decisions. Certainly in male dominated societies many goods and services are actually decided and purchased by female. This is due to increasing literacy, independent income and role in the family. The consumer behaviour in relating to consumer durables is strongly affected by some economic, social, cultural and psychological factors; the present research has been selected for an intensive empirical survey of the various factors influencing the buyer's behaviour on consumer durables in Ahmedabad.