Hari Sundar.G.Ram, Siby Zachariahs and D.Praveen Raj
Marketers are interested in understanding how personality influences consumption behaviour because such knowledge enables (hem to better understand consumers and to segment and target those consumers who are likely to respond positively to their product or service communications. This study investigated the relationship between personality and influence of women in the family purchase decision making of durable goods. Segmentation of women was done based on the factors influencing their personality. The step wise discriminating analysis reveals two independent variables viz. age and education influencing the factor formation as well as cluster classification of women Based on the findings of the study, a model showing the impact of personality on the influence of women in family purchase decision making based has been developed.