“Impact of Gender on Family Purchases in India”

Family purchase decisions are mostly affected by gender. This paper focuses on men and women approach towards family purchases. The categories of products covered under study are food & grocery, cleaning products, electronic equipments, medicines, childcare products, furniture, and cloths. This paper is mainly analysed and compare shopping parameters which are considered by men/women while purchasing. Author identified dissimilar parameters for men and women. It was observed that compare to females; males prefer to visit different websites to check the reviews of product/services. It was also observed that male and female have common reasons for selection of online mode of shopping and offline mode of shopping.