TOPIC: INFLUENCE OF WOMEN IN FINAL DECISION MAKING IN

PURCHASE ACROSS CATEGORIES

Women, decision-making and gender equality

Null Hypothesis:
The role played by both the spouses in final decision making in purchase of categories is equal.

Objectives:
This briefing is about women’s decision-making power, in particular their ability to influence
purchase decisions across various categories viz Household, Holidays, Entertainments, Automobiles,
Investments, Home Appliances etc.
We look at the reasons and the state of women’s increased presence in personal and public life in
India particularly, and why women in some socioeconomic groups, sectors or communities have
more or even less power than others in making a purchase decision compared to the man. We also
examine when and how women have power and influence in practice, and what they seek to
achieve. Finally, we arrive at a conclusive or near conclusive judgement based on facts and statistics
collected through this process of Market research to access how much in today’s time a woman
contributes or decides the decision-making and leadership when it comes to a purchase decision
compared to a man and how brands can leverage such findings to align the marketing strategies
accordingly.

Focus Points & Key Messages:

• Growing social and economic status of the women

• Social background of the women
• Geographical location influencing purchase
• Education of the women
• Better managerial or decision-making prowess, of women
• Household income and the women’s contribution
• Occupation of the women
• Social background (coming from matriarchal/patriarchal society)
• Upbringing and responsibilities bestowed upon her
• Better knowledge of certain sectors over male members

Methodology:
• • Physical Surveys through a set of questionnaires.
• • Previous researches and Journals.
• • Experiences in daily life from friends and acquaintances.
• • Individual group members’ inferences.
• • News items and scholarly articles.
• • Surfing the Internet for further statistics.
Conclusion:

The study will provide an insight into the growing influence of women in society (myth or reality). This
can significantly help companies to position their products accordingly and target the section more likely
to purchase their products. Also, this will greatly influence the companies to continue, customize or
evolve the products according to the more influential buying section. The study can also prove
significant for the government and other institutions working for women development and
empowerment, by providing them with the real-time/current data pertaining to the present status of
women in the society. The study will also bring out the areas or issues where the government can
further focus for holistic development of the women population.