‘Men Buy, Women Shop’: Gender Priorities Influencing Buying Behavior

Abstract

This research paper investigates the gender differences between men and women customers from the point of view of buying process. The significance of the subject compels the researcher of this paper to reduce it to some basic and outstanding concepts so as to give an understanding of whether gender plays a discriminating role in shopping behaviour or not. The paper comprises interaction with 250 respondents in Solapur City, which is one among the growing cities in Maharashtra with more than 10 lakh inhabitants. Questionnaire method is used in data collection process and respondents are asked to answer 25 questions, of which 5 are related to demographic factors. The study is consisted of four main parts, of which first part is an introduction to the subject; second part gives theoretical background about male and female customer's buying psychology, new product adoption attitude, attitude towards price and promotions, shopping habits and finally emotional responses. Third part deals with research methodology and data collection, and analysis. Analysis undertaken revealed some significant differences between men and women in terms of brand purchasing behaviour. Fourth part reflects the conclusions drawn from the research study.