Paper short abstract:

The empowered women with higher education and better employment in urban India, is affecting their buying roles. The paper analyses the influence of ‘new women’ in the purchase decision-making process for different category of products in Delhi. The study has strategic implication for the marketers.

Paper long abstract:

Financial independence, self-identity, job satisfaction and professional achievement, which were previously considered as the sole prerogative of men, are now desired also by the women in urban India. With the emergence of new family categories, like single-women headed households; and notions of feminism and women liberation touching them; it has led to a major shift in the role-structure of women in family, leading to emergence of the 'new women'. This is reflected in the market place in the form of a change in the purchase behaviour pattern associated with a variety of goods and services.

Traditionally, men dominated purchase-decisions for products like, automobiles and electronics; while women were associated with the role of home-maker influencing purchase of groceries and kitchen appliances. But, the emergence of 'new women' has seen a change in the buying roles.

The paper analyses the increasing influence of the 'new women' in the purchase decision-making process for different category of products in Delhi. It also explores the impact of socio-economic factors on their buying roles. The study revealed that the 'new women' has altogether broken the stereotypical roles, with a role interchange. While men also buy groceries; women too, take important decisions regarding buying cars and electronic gadgets; and even do not hesitate in buying embarrassing products, like, sanitary napkins, condoms, birth control pills, and pregnancy-test kits. The women with more education and better jobs have more influence in purchase decision-making. The study has strategic implications for marketers in terms of product-positioning, advertising and promotional strategies.