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IIMB Management Review

Document Type

Article

Abstract

The study of the act reinforces the view clearly reinforces the view that while targetting customers, their psycho-social status as reflected by their employment and marital status, cannot be ignored. Women in today's market cannot be considered as a homogeneous group. Their diversity in terms of psycho-social status must be accepted and taken into consideration while making any segmentation and target decision. The present and previous researches suggest that increasing resources of women and an emerging social shift towards egalitarianism are producing more joint and independent decision-making in product service categories of high perceived risk. The increased importance of feminine roles has made it imperative for marketers and consumer psychologists to concentrate on the roles of women in the family and their positions as purchasing agents for the family in order to understand and respond to their market better. In addition, both researchers and marketers can
extend this work into other domains while incorporating some critical sociological, psychological, economic and demographic variables to further enhance the knowledge of different segments in the domain of consumer psychology.

Publication Date

3-1-2001

First Page

37

Last Page

43

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