The Modern Consumer behaviour has developed as a complex system, involving interaction of various social and economic factors. Though consumer behaviour was a part of the subject matter of human beings. Studies got it’s identity as a separate area of the study nearly one and a half decade ago. Almost marketing of a every product is considered as consumer-oriented. Women in general and particularly in India have expressed a multi-feceted behaviour apart from being performer of the rules as mother, daughter, wife, sister and so on. Breaking this traditional role women have started performing roles outside home especially as an aftermath of feminist movement and subsequently in different context. Consumer behaviour of the women deserves research and to find out the characterizes of women in consumerism. It deserves special focus also as it has some feministic implications.
ABOUT THE AUTHOR R. Nageshwari
R. Nageshwari (born on 1964) is working as selection grade lecturer in Seethalakshmi Achi College for Women, Pallathur, Sivagangai District for the past 19 years since 1987. She is basically an Economist, graduated in Economics at PSGR Krishnammal College for women (1984) Coimbatore, post graduation in PSG College of Arts and Science (1986) Coimbatore. She joined in service soon after her studies. In between she had gained research experience, working in a project on “Gobar Gas’ fro about 8 months in the same College, where she studied. During her entire service in the present college. She did M.Phil in Mother Teresa Women’s university, (1993) Kodaikanal and PGDCA (1995) in Alagappa University, Karaikudi. She has devoted herself in all college activities at NSS programme officer, Nodal officer in Entrepreneurship Development cell, Co-ordinator for Co-Curricular Activities, Member in Competitive Examination cell, Youth Welfare Department, Mid-day Meal scheme, HRD cell, Social League Service and Vice president of economics Association, she has also served as a deputy Warden in the college hostel. She was awarded with Ph.D in 2006 at Alagappa University, Karaikudi.
ABOUT THE AUTHOR S Gokilavani
Dr. S. Gokilavani, was a product of Prof. R. Venkataratnam, from the Department of Sociology of madurai Kamaraj University. She was the first rank holder from among the first batch of M.Phil courses in their university from 1977-80. She was a research Officer in the University of Mysore for a short period of five month and later on she had a privilege of joining as the faculty of sociology in the same department where she was a student. After completing her Ph.D in Health Sociology, during her tenure as lecturer in sociology for eight years from 1981-89, she became a reader in the Department of Women's studies, Alagappa University serving till now. She has to her credit many outstanding books published in English and Tamil and also her articles have been published in prestigious journals of India. She has produced nearly 16 M.Phil students in sociology and women's studies, five Ph.D. scholars, now guiding eleven Ph.D. scholars in women's studies. She has presented research papers in the X, XI and XII world Congress of Sociology held at New Delhi, Spain (in person) and Germany (in absentia). She holds professional membership in more than six national and international bodies like the ISA and IAWS. More than 70 research papers have been presented by the Author in various seminars/conferences and workshops.
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