Authors: Soma Sengupta, Urna Sarkar Dutta, Anjan Sen

First Author Affiliation: Department of Commerce, Kamala Nehru College, University of Delhi, Second Author Affiliation: Department of Sociology, Kamala Nehru College, University of Delhi, Third Author Affiliation: Delhi School of Economics, University of Delhi


Abstract: Financial independence, self-identity, and professional achievement, which were previously considered as the sole prerogative of men, are now desired by the women in urban India. The notions of feminism and women liberation has already touched them. This has led to a major shift in the role-structure of women, leading to emergence of the ‘new women’. This is reflected in the market place in the form of a change in the purchase behaviour pattern associated with a variety of goods and services. The paper analyses the increasing influence of the ‘new women’ in the purchase decision-making process for different category of products in Delhi. The study revealed that the ‘new women’ has altogether broken the stereotypical roles. This has strategic implications for marketers in terms of product positioning and promotional strategies.

Keywords: television, re-runs, fan practices, modernity, fandom, audiences.


<< Published in Akademos 2018 Issue