Bonfring International Journal of Industrial Engineering and Management Science
Online ISSN: 2277-5056 | Print ISSN: 2250-1096 | Frequency: 4 Issues/Year
Impact Factor: 0.541 | International Scientific Indexing(ISI) calculate based on International Citation Report(ICR)
A Study on Acceptance of Selected FMCG Products among Women Managers in Tiruchirappalli District, Tamil Nadu
Abstract:
Women are the symbols of workforce productivity in accordance with global economic development perspective in the recent years. Women can handle the office and household work equally without much role conflict. It is to be noted that they take right decision at the right time. A good manager is a person who possesses skills to motivate the employees, give them direction and maintain interest to work with employees in an efficient manner. In this context, women undisputedly rule the roost when it comes to communication at personal level. In order to understand the aforementioned aspect, the present study covered 250 respondents under stratified random sampling method, wherein AMOS 20, confirmatory factor analysis and path model has been used. The result analysis showed that women managers accepted and confirmed that price quality schema and prestige sensitivity are the prominent factors of their purchase decision involvement. Furthermore, based on the product, the factors influencing their decision would deviate from each other. However, women managers have purchase-decision involvement based on price consciousness. This decision making is not only to run their families, but also to use when involved in price fixation based on product quality at work.
Keywords: Women Managers, Consumer Behaviour, FMCG, Price Consciousness, Household, Price.
Volume: 3 | Issue: Special Issue-03
Pages: 100-106
Issue Date: February , 2018
 |
|