Abstract
Purpose – The aim of the publication is to present the significance of gender in the creation of consumer behaviour on the market of services, with special consideration of decision-making process. Design/Methodology/Approach – The empirical part was developed on the basis of survey research titled “Distribution modelling in network economy”. The research was quantitative, implemented through the computer-assisted personal interviewing (CAPI) technique on a group of 1,103 respondents. Quota and random sampling was applied. The research study was conducted in 2015. Findings – In the empirical part, differences in behaviour between women and men as consumers on the market of services were identified. The study identified distribution channels of services chosen at consecutive stages of a purchase process; respondents’ priorities in choosing those channels; and differences between women and men (of various age groups and income groups) in this respect. Practical implications – Changes undergoing on the market of services, globalisation, ICT development, and in particular the development of network economy evoked a necessity of searching for new strategies of sales services. Contemporary marketing strategies should take into account social and demographic changes and the influence of those changes on consumer purchase behaviour. Therefore, the knowledge about differences in the behaviour between women and men and their market choices should be reflected in marketing strategies of enterprises. Original value – The research concerns multichanneling on the market of services with respect to differences in female and male market behaviour.
Highlights
The knowledge about consumer preferences and behaviour is the key element which determines the market success of an enterprise
Are there any differences in behaviour connected with a choice of distribution channels by women and men of various income groups? The analyses presented in the publication are based on the results of survey research conducted within a grant NCN no UMO-2014/13/B/HS4/01612 Modelowanie dystrybucji w gospodarce sieciowej (Distribution Modelling in Network Economy)
In the case of the analysis of factors which affect the choice of distribution channels by women and men with regard to income, slight differences can be observed in the evaluations of the signiicance of the following factors: the possibility to acquire full and detailed information, the costs of using services within a channel and the perception of risk and the trust towards a supplier
Summary
The knowledge about consumer preferences and behaviour is the key element which determines the market success of an enterprise. The identiication and awareness of consumer expectations towards a product offered, as well as the features which determine a choice make it possible to improve the product and its parameters and assign the most. The information obtained enables product features and service features to be identiied as the most desirable from the point of view of customers, and they can form the basis for searching signiicant differences between various consumer groups. The search can result in an offer of a product customised for the needs of the groups (Dziadkowiec, 2015; Mokhlis and Salleh, 2009; Roszkowska-Hołysz, 2013). Specialised marketing requires professional segmentation, which leads to personalised transmission aimed straight at a particular recipient, which takes into consideration irst of all the needs and interests of a particular target group (Niedzielska, 2015)
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