The role of women in the process of buying white goods and an application for Kazakhstan

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DOI:

https://doi.org/10.26577/be.2021.v135.i1.04

Abstract

The main purpose of this study is to determine the role of Kazakh women in the purchase process
of white goods. We also aimed to reveal the role distribution inside the family. Moreover, we tried to
determine the demographic and socio-economic variables that affect the role of women in the decisionmaking
process of purchase decisions. Because of the rapidly changing economic conditions and intense
competitive environment in Kazakhstan requires businesses to carefully perform customer analyses for
a more successful marketing. Therefore, this study investigates the role of women in the purchase process
of white goods in northern Kazakhstan (North, South, East and West). For this, we conscripted 396
Kazakh women living in Northern, Southern, Eastern and Western Kazakhstan and gave questionnaires
to them. Primary data is collected via questionnaires using a proven scale and we used methods such
as Cronbach’s Alpha Coefficient, Confirmatory Factor Analysis (CFA), and Structural Equivalency Model
(SEM) in order to evaluate the results.

Key words: purchase, purchase process, purchase decisions, decision-making process, white goods,
women’s role.

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Published

2021-03-20