WOMEN AS CONSUMERS - EXPLORING WOMEN'S PURCHASING HABITS

Abstract

Consumer’s behaviour is presented as series of activities that an individual buyer undertakes in the course of a process when selecting and purchasing the product. Resources that are available to the consumer are: time, money and ability to accept and process information’s. Behaviour of the consumer is subjected to the influence of large number of factors that can be divided into: social, personal and psychological factors. The modern lifestyle has contributed in changes in purchasing behaviour of women. Women are no longer just housewives and mothers; therefore they have engaged their position in society and at work place. Due to the lack of time, which, apart from their families, is spent on their workplace, the assumption is that their purchasing habits have also changed. In this paper is explored a sample of 150 women for their purchasing habits, different forms of purchasing, the frequency of purchases, their visiting to the retail patterns of trade, and also are explored the differences with respect to the demographic characteristics of women.

Keywords

• consumer’s behaviour
• women
• buying habits
• shopping patterns
• demographic characteristics