ABSTRACT

         “Many things that were considered as luxuries till about ten years ago have become necessities for more people today”. And in case of durable Products consumption it has happened also as which were luxury at once becomes necessity now. Consumer centric marketing style is predominant in durables which in turn revolve round the consumer purchase attitude. Today women’s are chief purchase officer controlling 85% of all purchase decision .In India women hold more than 25% of the white collar jobs in sector like IT, ITES, Pharmaceutical, Biotechnology, market research, financial services ,advertising, marketing and media. The new Indian woman is a hard working professional woman. The research paper deals with the study of women purchase attitude with special reference to consumer durables in Kerala.

Keywords: Women consumers, behaviour, consumption, durable products, purchase attitude, necessity.