Empirical Study on Consumers Behaviour Among the Working Women & Homemakers in Chennai Environ

The study focus on analyzing a behavioral difference between general women's consumer behavior and working women's consumer behavior. The study also aims at analyzing women's consumer behavior with reference to FMCG products, the scope of the study has been limited to certain purchasing behavioral aspects of women consumers such as lifestyle preferences, information search, product awareness, product evaluation process, promotional offers, brand preferences, factors of motivation and past purchase behavior. The study broadly aims at examining the preferences of woman's purchases of the FMCG products mainly in terms of sources of information, location where the purchase is made, influence of communication and promotional mix and the ultimate purchase decision factors and their repeated purchase decision