Abstract
The main purpose of this study is to determine the role of Kazakh women in the purchase processof white goods. We also aimed to reveal the role distribution inside the family. Moreover, we tried todetermine the demographic and socio-economic variables that affect the role of women in the decisionmakingprocess of purchase decisions. Because of the rapidly changing economic conditions and intensecompetitive environment in Kazakhstan requires businesses to carefully perform customer analyses fora more successful marketing. Therefore, this study investigates the role of women in the purchase processof white goods in northern Kazakhstan (North, South, East and West). For this, we conscripted 396Kazakh women living in Northern, Southern, Eastern and Western Kazakhstan and gave questionnairesto them. Primary data is collected via questionnaires using a proven scale and we used methods suchas Cronbach’s Alpha Coefficient, Confirmatory Factor Analysis (CFA), and Structural Equivalency Model(SEM) in order to evaluate the results. Key words: purchase, purchase process, purchase decisions, decision-making process, white goods,women’s role.