Abstract
Both working wives and housewives participate and influence the purchase decisions of high involvement and low involvement products in the family. But the influence level across product categories differs between them, as the working wives are financially independent and better educated compared to their counterpart. That is why in this study an attmpt has been made to find out whether the influence of working wives is higher compared to house wives in case of purchase decisions of high involvement and low involvement products and finally to suggest some marketing strategies to the marketers regarding how they can influence the purchase decisions of both working wives and house wives.
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