Article

 

A CRITICAL STUDY: HOW GENDER DETERMINES CONSUMER PREFERENCES (p.29-37)

by

Zoi Pirlympou, Hellenic Open University

Keywords : consumer behavior, purchasing decision, gender, brands, discounts, marketing research

JEL classification : N30, N34, P46

Abstract

The present study sought to identify the influence of price, discount and brands on consumer behavior. According to the existing literature, price, discounts and brands have long been associated with consumer behavior. However, there is a gap in the literature about the effect of the three aforementioned variables on consumer behavior. The goal of the study is to examine the effect of each of the three variables on consumer behavior in a Greek sample, separately for the two genders. The consumer behavior has been defined as the total score of the self-constructed questionnaire. All the appropriate procedures, have been conducted in order to construct a valid and reliable questionnaire. Consequently, the 13-item self-constructed questionnaire was administered to 100 participants, from October to November 2012. The participants have been informed orally and by the consent form about the aim of the study. The results showed a statistically significant relationship between the gender of the participants and their consumer preferences.