Abstract
The objective of this research paper is to investigate the effects of female role orientation on role structure in the family decision making. Five different purchase decisions were examined. A total of 300 females were interviewed in Dehradun district of Uttrakhand. Structured questionnaires were used to interview females. It was found that there is difference in female role orientation vis-à-vis their family type (joint or nuclear), age, education and income levels. Females are found to play more positive role in the purchase of durables they personally use than the durables for the family usage.
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