Participation of working women in decision‐making process as consumer

Abstract

In a world where the role of women in decision‐making is seldom adequately appreciated, they make a remarkable contribution due to their hard work and sense of confidence. It is observed that women are mostly involved in repetitive and monotonous household work irrespective of the fact that they share most of family responsibilities and perform a wide range of duties in and outside home. On the other hand men perform activities, which require skills, but there is sufficient evidence, which show a clear, although slow shift of stereotype sex roles.In early societies, decision‐making was predominantly done by menfolk being the breadwinner of the family. With modernization and education women have been empowered to make the best use of human and non‐human resources in management of the family with respect to efficient use of time and energy. So, a study was undertaken to know how far the working women of Faridkot district participate in the decision‐making process with the following objectives: to find out the level of participation of working women in the decision‐making process as consumer. (b) to find out the level of difficulty among working women at different steps of the decision‐making process. The present investigation pertaining to Faridkot district of Punjab state of India was exploratory in nature. A sample of 100 working women was selected by simple random sampling procedure. The responses were recorded through a well structured and pretested questionnaire including an index developed to measure level of participation and difficulty as realized by working women in the decision‐making process. After collecting the data, it was analysed by employing simple statistical tests like frequency percentagesThe important findings emanated out of the present investigation are as follows: Most of the respondents were middle aged, educated up to graduation level, having nuclear family, small size of family with monthly income more than Rs.5000.00. It was also observed that majority of the respondents were in the teaching and medical professions. Working women were found to be involved more in the case of food items (79.0–93.0%) as compared to non‐food items (6.0–46.0%) with an exception of their major participation (78.0%) at the stage of identifying the problem in case of non‐food items. The study revealed that the time consumed at various steps of consumer decision‐making process is minimum for most of the steps in case of food items but moderate to maximum in case of non‐food items. But for analysing the alternatives the time consumed was moderate to maximum for both the categories. Findings also revealed that difficulty level was from moderate to high (32.0–98.0%) in most of the steps in case of food items whereas, in case of non‐food items it was from low to high (11.0–78.0%)