Consumer buying behavior of Indian working women

Presented by:-Nivedita Sen Gupta

Deepa SurendranAbinash Chandra

Akshay N.S

THE WORKING WOMEN

The working woman segment is the one, which has seen a tremendous growth in the late nineties. This segment has opened the floodgates for the Indian retailers. The working woman today has grown out of her long-standing image of being the homemaker. Today, she is rubbing shoulders with men, proving herself to be equally good, if not better. Working women have their own mind in decision to purchase the products that appeal to them.

Obejective & Scope To analyse the buying behavior of indian working

women

To promote particular product which will be helpful to women

Limited within mysore city

Research methodology

• Research design : Explanatory research

• Sampling method : Judgemental sampling Size - 15 • Source of data : primary and secondary data

Findings A single Indian working woman spends 27% on apparel and accessories

and 19% on books and gifts. The numbers are 23% and 15%, respectively for married women.

Married working women with no children spend 14% of their income on financial products. the figure almost doubles in the case of working married women with dependent children at 24%.

Age brings with it a need to save. Married women with independent children save 25% of their income while single working women spend only 13% on financial products and services.

Single women spend just 2% of the total income on EMIs, compared to 11% for married women.

Single women splurge more on eating out frequently, 19%, than married women who spend only 12%.

While homemakers spend a minimal 35 on purchasing mobile phones and cameras, the figure almost doubles for single working women at 7%.

Homemakers spend more on fashion than working women with children. They spend 255 on accessories, while working mothers spend 21%.

Conclusion

• Continous percentage rise in working women• Help from the government