Kundyz Myrzabekkyzy, Artur Bolganbayev, Dinmukhamed Kelesbayev
In recent years, social and economic changes have shaped the position of women in production and consumption. As a result of contemporary economic and social developments and improvements, women became an important part of producing and consuming society. Hence, these changes gave women their own purchasing power as well as an important role in the purchasing process of families. Women’s role in this process is affected by various factors such as product type, woman’s status in her family, education level, and employment status of the woman. In this context, the main purpose of this study is to determine the role of women according to the different demographic structures of the families in Kazakhstan regarding the decision-making stages of the white goods and to reveal the role distribution of the purchasing process. So this study examines the role of women in the purchase decision process for white appliances in families living in Northern, Southern, Eastern, and Western Kazakhstan. To this end, we conducted a questionnaire for 702 families. Data obtained from the questionnaire is subjected to Multivariate Variance Analysis (MANOVA) and interpreted using Single Factorial Multivariate Analysis. The analysis showed that women decide to buy white appliances together with their husbands and families, and women are equal with men in the purchase decision process.