WOMEN SHOPPERS IN CYPRUS- BEHAVIOUR, BELIEFS AND PERCEPTIONS OF SELF

Abstract

This research aims to study the theoretical context of female shopping behaviour, to define its nature in Cyprus and to identify its factors and underlying causes The academic and scientific value of the research lies primarily in its focus and depth which allow both the profiling of a gender-specific single stage of the consumer behaviour process (women’s shopping), but also its multi-perspective comprehension through the interrelation of constituent factors and behavioural motivators. The research offers further value to business knowledge through its prescriptive conclusions on retailing applications and general marketing practice. The methodology is largely founded upon a phenomenological paradigm, which was deemed best towards understanding the human behavior from the participant’s own perspective. Both quantitative and qualitative methods were used to allow accurate scientific quantification and measurement where possible; and subjective insights and indepth comprehension of attitudes and perceptions where necessary. The findings show an intensely hedonistic behaviour among women shoppers, which demands for special marketing focus on retailing; both in terms product retailers’ choice and in terms of retailers’ design and customer logistics. Additionally women self-perception in terms of advertising and stereotypes’ influence was found to contradict diachronic beliefs of marketing practice and research.