he general notion is that the chief wage earner (CWE) is a man and the housewife is a woman. It is also assumed that in most day-to-day purchase decisions, the woman has the final say�but what if it turns out that men contribute to the purchase decision in FMCG? Things are not always what they seem.

Look at some of the highlights in demographic terms from IRS 2005. �In every twentieth household, the CWE is a woman. This is more or less true for all town classes.... more