Concept of Self – Seeks identity through important people in her life. Sole purpose of existence is to do whatever has been told by husband and in-laws. “This is all I am, so will it be” attitude.

Concept of others – Husband and his family make all the decisions. Lives for acceptance from them.

Role in Product Choice and buying behavior - Shops for her husband and kids. Believes that “I” will always come after “him” and “child” In most cases, she is just the buyer, and never the influencer or the decision maker. Decider only in case of categories like groceries, healthcare products for kids,etc.

Concept of Self – Weak self concept No belief in one’s decisions and capabilities.

Concept of others – Importance to husband and family members. Believes that if you are good to them, they will be good to you. Thrives on appreciation.

Role in Product Choice and buying behavior
Self-indulging behavior, to always be the best. Believes in “Flaunt it, to get it” Buyer and user in case of beauty and wellness products, clothes and accessories, and anything that can make her look distinct from the crowd.

Concept of Self – High self-esteem and belief in. self
Higher sense of self vis-à-vis relationship person.

Concept of others –Husband and other family members are just support to her life, and not life itself. Motto in life: Live and let live. Husband should share the work “Why should I do everything” attitude.

Role in Product Choice and buying behavior
She will be ready to spend on herself and her family, if she feels it is justifitied. Influencer in consumer durable purchase. In most cases, the decider and user too.

Concept of Self
More individualistic.
Wants to be recognized for what she is as an individual.
Predominantly inward-driven.

oncept of others
Feels duties & responsibilities for the family restrict her.
The “modern bahu”.

Role in Product Choice and buying behavior
She is the decider in product choices concerning her, whether its
cosmetics or a four-wheeler.