The effects of gender on consumer buying decision in supermarkets

Abstract

Out of many factors that can influence the decision-making process of consumers, one of the most important one is gender. This study aimed to identify the differences of buying behavior between men and women consumers of Armenia when it comes to supermarket shopping. Throughout the study, primary and secondary research was conducted and analyzed thoroughly. As a result of extensive literature review and data collected from focus group and online survey, several supermarket and non-product attributes were distinguished. For the online survey, convenience sampling method was used and the data was analyzed with SPSS Statistics Software. The research identified the following attribute importance differences between men and women: reputation of the supermarket, packaging, promotion and product placement. Also, a result of the online survey a positive correlation was found between shopping liking and the amount of time spent at supermarkets. Additionally, the results implied that education and income levels can change the behavior of men consumer, while for women consumers they mostly do not affect the decision. As a result of some limitations, further research needs to be done on the following topic.