Author Name:Tamanna Siwach Date: 15-10-2024
Researchers and marketers have been curious about gender’s influence on family purchasingdecisions for a very long time. Consumer behavior and marketing strategies are impacted bythis complex and multidimensional subject. The kinds of things that families buy are influencedby gender as well. Clothing, food, and household goods are typical purchases made by womenfor their homes and families. Men, on the other hand, are more likely to buy items that arerelevant to their jobs and hobbies, such technology, cars, and sporting goods. Throughadvertising, marketers frequently reinforce these gendered linkages by using genderstereotypes to target particular customer groups. The purpose of this paper is to look into howgender affects consumer behavior and purchasing decisions made by families. The researchalso intends to emphasize how gender roles are evolving and how this impacts familypurchasing decisions. This paper includes Descriptive Research. The sample size is 100 people.Data has been collected using a structured questionnaire. The study of the data yieldsconclusions, and relevant suggestions are provided.
