A marketing academic said women are increasingly influencing the purchasing decisions in households. The female workface has grown faster than the male workforce over the last two decades.
The market has responded with a flood of products from cosmetics to cooking utensils targeted at this segment.
But experts say female decision making is not limited to these products as over 20 percent of households are headed by women.
"Twenty percent is headed by women and the number is larger in reality and is increasing," says Uditha Liyanage, Post Graduate Institute of Management.
"What are the implications of that in decision making?
" he asks.
Doctor Uditha Liyanage was 'Profiling the Sri Lankan consumer' at the first LBR- LBO advertising and Marketing forum on Thursday.
He said the profile of the middle class, aggressively targeted by the marketing profession is also fast changing.
"The Middle Class (TMC) 1950s and 60s is very different from present TMC. It is an off shoot of the colonia