Abstract            Volume:4  Issue-12  Year-2016         Original Research Articles

Online ISSN : 2347 - 3215 Issues : 12 per year Publisher : Excellent Publishers Email : editorijcret@gmail.com

Female buying behavior has been a popular topic of research in the recent past due to the changing roles of women in the society in terms of economic liberty, psychological-behavioral changes, up rise of working women culture, increased market awareness, independent decision making and many more. This study is an initiative in the same direction concentrating on the female buying behavior for handbag shopping in selected malls in South Delhi. It has been undertaken to find the impact of age, income and marital status on their purchase behavior. Another objective of the study is to find whether sales promotion impacts handbags sale positively. The sample size constitutes 100 female shoppers, visiting the handbag stores in the malls of South Delhi. Sampling method chosen was simple random sampling. The sample is heterogeneous in nature as it includes females from different economic status, age groups and marital status. Primary data has been collected through getting the questionnaires filled in person which is further analysed statistically. The result shows that economically independent women buyers in the age group of 25-45 tend to spend more on handbag shopping. Also, married women are influenced by their spouse in the buying decision in comparison to the unmarried ones. Almost, 86% of the women preferred to buy handbags under the influence of sales promotion strategies. Hence, this study is useful for the marketers to appropriately implement the promotion mix in order to gain higher revenues.

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