Gender Impact on buying behavior in organized retail outlets with reference to Hyderabad City

Abstract

The increased globalization and purchasing power of people led an increase in organized retail outlets across the country. India, is now, one among the largest retail outlets shopping places in Asia. More consumers are buying the products through these outlets to get brand value, discounts, quality and also a matter of social status. The products are available to all levels of consumers at moderate rates and sometimes the companies are giving additional benefits or discounts to attract more consumers from unorganized to organized retail outlets. No doubt, the unorganized retail outlets are the most preferred shops for most of the consumers but yet, the organized outlets want to diversify them towards their shopping culture by incentivizing various schemes, policies. Consumer buying behavior is something which is not constant and one can not predict the same at all times. It will change based on various factors which are internal, external, psychological and emotional. One of the basic factors that will impact buying behavior is Gender. It is quite evident and natural that the buying habits of women are entirely different from men. Men, mostly not interested to spend more time shopping. They make decisions quickly. In contrast, women have more patience and relative judgment in buying the products in shopping. The tendency of these behaviors has been probed for research on gender based study on organized retail outlets shopping. This paper throws light on the impact of gender on buying behavior by analyzing the primary data obtained from a sample survey. The study reveals some interesting facts and also establishes the close association among the different variables in the study.