Abstract
This paper explores how gender differences affect consumption patterns. By analysing the shopping psychology, behaviour and preferences of consumers of different genders, we find that there are significant differences between men and women in terms of their consumption decisions, their motivation to shop and their focus on product features. Research suggests that gender roles and socio-cultural factors play an important role in shaping consumer behaviour. The purpose of this paper is to provide insights into marketing strategies from a gender perspective and to make recommendations for promoting a gender-equitable consumer environment.
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