Purchase process in middle class urban families

Abstract

The research was carried oul /0 study gender egalitarianism ill purchase process ill urban middle class families. The effects of product categories, personal or common usage, single or dual careers ;n filluily Gnd education on egalitarian decisions in purchase process were main foc us of sludy. Sampling strategy was purposive. Dala were collee/edFolII 200 women a/urban middle class/amities by using Gender Egalitarianism Questionnaire which elicited responses in jive categories of, always husband dominated. Often husband dominated, egalitarian, often wife dOll/inalecl, and a/ways wife dominated decisions. Which were l/tell coliapsed ;1110 three categories of husballd dominated, wife dominated, lind egalilarian decisions. Chi-square test IVas lIsed 10 know Ihe significance of difference. Purchase processes of durable goods of CO/lll11011 use and lilsl mov/ilg consumer goods of personal lJse were found to be hl/sband and wife dominated respectively. Purchase of durable goods of personal use was egalitarian. Education was found to effect purchase process of fast movlilg COJIS11JI1Cr goods uf personal use only. Families wilh high education were found 10 be more egalitarian tlian families with low education. Financial olltol1omy effected purchase processes for aJ/ (lie product categories except durable good,; of common use which were highly husband dominaled for both single and dual career fiunilies. Wife dominated decisions were more prevalent in dual career families as compared to single career families for durable goods and fast mov/ilg consumcr goods 0.( personal use. Fol' fast mov/ilg COJJsumer goods of C011l1l10n use dual career families were more egalitarian IIiall single career /amities.