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Impact of Family Sentiments on Indian Woman and Their Buying Behaviour

Ramesh Babu Kakumanu (), Dr. V. Israel Raju () and Dr. A. Kishore Kumar ()
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Ramesh Babu Kakumanu: Reserarch Scholar, Jawaharlal Nehru Technological University, Hyderabad, Telangana
Dr. V. Israel Raju: Professor, K. C. Reddy PG College, Guntur, Andhra Pradesh
Dr. A. Kishore Kumar: Principal, Siddhartha Institute of Computer Sciences, Ibrahimpathnam, R R Dist, Hyderabad

Journal of Commerce and Trade, 2015, vol. 10, issue 1, 74-85

Abstract: A woman basically is an emotional creature and woman without emotions is like cake without cream. They undergo all types of emotions like joy, fear, anger, humor, sex, empathy and love. Family sentiments are most powerful tools to push woman into emotional state of mind. Family sentiments in the form of relationships, sharing love, caring, security, warmth, sex, and living together are frequently used in the advertisements. This article studies family appeals impact on Indian woman. The age based factors are analyzed. Possible relations, associations and deviations of age factors with respect to family appeals impacting on Indian women are tested. The sample size is 753.

Keywords: Family and Relations Appeal; Advertisements; Indian Women; Age; Impact (search for similar items in EconPapers)
JEL-codes: M31 Z0 (search for similar items in EconPapers)
Date: 2015
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