Abdel Baset I. Hasouneh, Al-Isra University, Jordan
Abstract: Today, women are a prime target for many products and services, as women influence great consumption decisions usually made within the context or a family setting; this research aims at exploring how the Jordanian women make their purchase decisions, the types of roles they play in family purchases and how they affect the purchase behaviour of their product exposure, trial and import consumption values to their family members. It also examines the behavioural patterns of working versus non-working women in purchase decision making.
Keywords: Consumer Buying Behaviour, Consumer Purchases, Buying Decision Process, Factor Influence, Consumer Decisions, Buying Roles, Initiator, Decider
