Beginning of Essay
“Working women buy products and services essentially the same as non working women.” Consumer behaviour can be defined as “the acts of individuals directly involved in obtaining and using economic and services, including the decision process that precede and ....

Middle of Essay
.... characteristics, i.e. if they come from the same social class, background, age, lifestyle. Working and non-working women can be segmented in two separate groups. They are different because of many influences. Some are external due their social environment. What they do with these social stimuli involves a psychological process that differs from each other. These social influences and internal processes may evolve into a decision by the consumer to make a purchase or not. (refer to table 1). (Engel et al, 1968). As both groups possess different characteristics, it is necessary for marketers to understand that they will have different wants and need ....