Abstract
Researchers and marketers have been curious about gender’s influence on family purchasing decisions for a very long time. Consumer behavior and marketing strategies are impacted by this complex and multidimensional subject. The kinds of things that families buy are influenced by gender as well. Clothing, food, and household goods are typical purchases made by women for their homes and families. Men, on the other hand, are more likely to buy items that are relevant to their jobs and hobbies, such technology, cars, and sporting goods. Through advertising, marketers frequently reinforce these gendered linkages by using gender stereotypes to target particular customer groups. The purpose of this paper is to look into how gender affects consumer behavior and purchasing decisions made by families. The research also intends to emphasize how gender roles are evolving and how this impacts family purchasing decisions. This paper includes Descriptive Research. The sample size is 100 people. Data has been collected using a structured questionnaire. The study of the data yields conclusions, and relevant suggestions are provided.
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