In this research paper, we look at decision-making by women in India from a contextual perspective. This study looks at decision making by women as based on four possible contexts that may arise, and where decisions are called for. These contexts are qualified based on two broad parameters, namely the level of involvement (dictated by the stakes at play) and the predisposition displayed. Involvement is qualified as high or low (on a continuum), whilst predisposition is stated as either cognitive or affective. The results of the research study reveal a difficult act of balancing that women have to do in terms of decision making at home. They need to get their decisions, whether it is about their career, or their choice of mate, about home, marriage, children ratified by their husbands or parents, women also try to ensure that such decisions do not reflect poorly on their homes. This calls for them to balance between options and often sacrifice their self-interest in the interest of their “home.”


Women, Decision-Making, Contexts, Cognitive, Affective

Author Bio(s)

Dr. Ray Titus is Professor of Marketing & Strategy at the Alliance School of Business, Alliance University. He holds a Doctor of Business Administration from SMC University, Zug, Switzerland. He also holds a Master in Business Administration from the International Management Institute, Belgium. Ray’s research interests converge on the disciplines of consumer behaviour, marketing strategy, and digital & social media marketing. Ray's business articles and expert comments have featured in the Economic Times, Business Insider, Globe and Mail, Sunday Guardian, Voice of America, Telegraph, Hindu BusinessLine and other leading media publications. He is the author of the Amazon India Top 20 book, Yuva India: Consumption & Lifestyle Choices of a Young India, published by Random Business, and the co-author of Business Drama: How Shakespearean Insights Help Leaders Manage Volatile Contexts. Correspondence regarding this article can be addressed directly to: ray.titus@alliance.edu.in; Mob: +91 98862 53689.

Dr. Debashish Sengupta is Professor of HR & Strategy at Alliance School of Business and Director of Alliance Ascent College and has been a visiting Professor at GCBS, Royal University of Bhutan. He is a dual Ph.D. having completed his Ph.D. in Management from Central University of Nicaragua (UCN), Nicaragua and Universidad Azteca, Mexico. Dr. Debashish is the co-author of the Crossword Bestseller and KPMG cited book, Employee Engagement. He has authored 5 other acclaimed books. His research papers have featured in leading international journals. Recently he was featured globally as the Author of the Week by PM World Journal, USA to honour his research contributions. He occasionally writes for reputed business media publications. His strategic and practical insights guide leaders of large and small organizations worldwide, through his teaching, writing, and direct consultation to major corporations and governments. Correspondence regarding this article can also be addressed directly to: debashish@alliance.edu.in; Mob: +91 99457 25985.

Dr. Sahana Madan is an Assistant Professor at Alliance University, Bangalore. She holds a Doctorate in Human Resources Management under Mysore University, Mysore and an MBA in Human Resources Management from VTU Belgaum. She has also completed her Post Graduate Diploma in Hospital and Healthcare Management from Symbiosis University, Center for Healthcare, Pune and was a gold medalist during the course. Dr. Sahana has presented 20 research papers both at national and international conferences and also published several papers both in national and international journals of repute and she has also been the recipient of “Faculty Research Excellence award during the year 2014” at Alliance University, Bangalore. Correspondence regarding this article can also be addressed directly to: sahana.madan@alliance.edu.in.

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