Impact of Male Influenceand other Variables towards the Purchase Decision of Female Global Branded Products in Different Regions of Kolkata

Abstract

In today's world of increasing global competition, consumer perception occupies a wide research area of strong interest for both academic and marketers. We are finding in recent time number of global multinational brand in female products are trying to establish their brand in Indian market. The purpose of this study is to analyse and find how male partner of the group influences on purchase decision of female global branded products in Indian Market. Besides gender influence we are also trying to examine the influence of other variables (i.e., Awareness, Li,festyle, Income and Age) towards purchase decision of female global branded products. After data collection through survey, it isanalysed using Multiple Regression analysis to find out the significance of individual predictor as stated above.