Women and the Purchasing Decision


It is clear that today, producers and distributors are increasingly interested in understanding the purchasing behavior of women in general and that of married women in particular. Nevertheless, the choice of this subject is motivated by the shortcomings that have been recorded lately on the contribution of gender in family purchasing in Algeria. It is in this perspective that the present research attempts, in its exploratory aspect, to analyze the attitude of a woman towards purchasing a car. A survey was conducted on a sample of 210 married women belonging to the large urban center of the city of Tlemcen (Algeria). The main results of this study should allow us to determine whether the purchase is cognitive or affective. Therefore, we believe that this study should make a significant contribution to the literature on the role of women in the decision-making process. In addition, it should also help manufacturers and car dealers to better understand the needs and expectations of women in order to develop appropriate marketing strategies

Keywords: Algerian Woman, CAR, Decision, Making Process, Sustainable Involvement

Article Review Status: Published

Pages: 1-12 (Download PDF)

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