Buying Behaviour: A Case Study of Female Teaching Faculty in India

Abstract

In today’s time women are breaking the glass ceiling in every walk of life. By demonstrating their knowledge, skills & ability they are now well educated, earning and are in power positions too. This being one aspect of women, other aspect is being a consumer. Here she display typical characteristics of being choosy, hard core negotiator, interested in window shopping, visiting number of shops to get what she want and after purchase still wanted to purchase what’s missing. This study explores the association between women being a professional and being a consumer. Female faculties of post graduation management educational institutes in Pune were surveyed with close ended questionnaire. Stratified simple random sampling method was employed .The data was analysed through SPSS and excel. The study found that female faculties do bargain, they visit number of shops till they get what they want. Through this study it may be concluded that even in today’s times women being professional, earner and in power position do display typical female tendencies when acts as a consumer. The results obtained give much needed insights into understanding women professionals being the consumers for the marketers. The marketers may look at it as a niche segment and expedite their plans to tap this market to their benefits. Large scales studies can be conducted to create identify such niche markets for the benefit of marketers and economy at large.