How do consumers make purchase decisions is a Fascinating subject to be studies. Family as a conglomerate of several individuals influences the purchase of various products. The influence of family in the purchase decision-making depends upon the cultural background. Though vast literature on the subject is available on purchase behaviour of Indian households in terms of a select category of consumer durables. It makes useful suggestions for devising appropriate marketing strategies.
ABOUT THE AUTHOR Sheetal Kapoor
Sheetal Kapoor did her B. Com. (Hons.) from the prestigious Hindu College, University of Delhi. Thereafter, she obtained her M.Com., M.Phil. and Ph.D. degrees form the University of Delhi. Dr. Kapoor has 8 years of teaching and research experience to her credit. Specialising in marketing strategies, she has published a number of articles in reputed professional journals on the subject. Presently, she is a lecturer in the Department of Commerce, kamla Nehru College, University of Delhi.
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