Differences in Consumer Behavior from the Viewpoint of Education and Gender

Abstract

The aim of the research study is to analyze selected factors of consumer behavior (consumer ethnocentrism, consumer materialism, and compulsive buying) of secondary education and university education of employees in relation to gender. The research sample consisted of 160 employees aged between 20 and 65. The sample included 82 women, 78 men, 97 employees with secondary education, and 62 employees with university education. Data collection was carried out by means of the methodology Consumer Ethnocentric Tendencies Scale (CETSCALE) to determine the level of consumer ethnocentrism. Consumer behavior was also found in two sub-scales, namely, the subconscious of consumer materialism and the subconscious of compulsive buying. The research results were assessed by two-way mixed analysis of variances (ANOVA). Analysis of research results showed that women with secondary education expressed a significant higher level of compulsive buying than women with university education. On the other hand, men with secondary education did not express a significant higher level of compulsive buying than men with university education. The limitation of study is an occasional choice of research sample.