xvi, 255p., App., Bib., Tables, Figs., Index, 23 cm.
CONTENTS
CONTENTS:- 1. Introduction; 2. Profile of the Case Study; 3. Studies on Consumer Rights and Feminism; 4. Women's Consumer Behaviour; 5. Women's Consumer Awareness and Decision-Making; 6. Differential Consumer Behaviour of Women, Socio-Cultural and Gender Variables; 7. Strategic Measures for Promoting Awareness of Consumer Issues and Rights among Women.
DESCRIPTION
The modern consumer behaviour has developed as a complex system involving interaction of various social and economic factors. Though consumer behaviour was a part of the subject matter of human beings. Studies got it's identity as a separate area of the study nearly one and a half decade ago. Almost marketing of an every product is considered as consumer-oriented. Women in general and particularly in India have expressed a multi-faceted behaviour apart from being performer of the roles as mother, daughter, wife, sister and so on. Breaking this traditional role women have started performing roles outside home especially as an aftermath of Feminist Movement and subsequently in different context. Consumer behaviour of the women deserves research and to find out the characterizes of women in consumerism. It deserves special focus also as it has some feministic implications.
