Factors affecting Purchase behavior of Women grocery con- sumer- An Insight

Women are most powerful consumers in the world as they control almost 80 percent of the household spending. And no longer can the women’s spending powers and influence be neglected. The role of women in the society and their effects has changed. Most of the marketers know that ‘women are different’, but we actually need a deep rooted understanding of how and why they are different. Studying women could be interesting as Family grocery shopping is the accepted domain of women; however, modern social and demographic movements challenge traditional gender roles within the family struc-ture. This paper makes an attempt to understand the women’s purchase behavior along with an attempt to know what fac-tors play a significant role in her purchase behavio