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CONSUMER BEHAVIOUR OF WOMEN FOR DURABLE PRODUCTS IN KERALA
2015
International Journal of Marketing & Financial Management
unpublished
"Many things that were considered as luxuries till about ten years ago have become necessities for more people today". And in case of durable Products consumption it has happened also as which were luxury at once becomes necessity now. Consumer centric marketing style is predominant in durables which in turn revolve round the consumer purchase attitude. Today women's are chief purchase officer controlling 85% of all purchase decision .In India women hold more than 25% of the white collar jobs
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