Lifestyle of Women Consumers

Apparels are very important to each person as it relates to his or her self confidence. Especially women give much importance to apparels because they can augment social appreciation and develop positive self-esteem. The 21st century has witnessed a significant transformation in the lives of women worldwide. With increasing participation in the workforce, rising incomes, and growing independence, women have emerged as a formidable force in the global consumer market. As women's lifestyles evolve, their consumption patterns, preferences, and behaviors are also undergoing a radical shift. Women consumer segment is numerous, diverse, multifaceted and increasingly influential. They make purchase decision for all the goods and services in their families. Among this, they give most preference for the apparels they use for making their lifestyle modern and trendy. The apparel industry is the country’s second-largest sector after the IT industry. This industry is facing new challenges due to the expectation and growing needs of consumers. Study of women consumer buying behaviour would help companies to improve their marketing strategies by understanding the psychology of how they think, feel, and select between different choices and how they are influenced by environment, referral group and so on. This book offers analysis of lifestyle of women consumers. Lifestyle is the way a person lives and expresses their identity in activities, interests and opinions. It pursues three broad themes: Price Consciousness, Self Consciousness and Fashion Consciousness. The chapters in the book trace manifestations and trajectories of lifestyle of women consumers. Hence, practical marketing by understanding psychology of women consumers in purchasing apparels and public policy implications are the main ingredient in this book.