DOES GENDER REALLY AFFECT SHOPPING PATTERNS?

IOANA-NICOLETA ABRUDAN1

ABSTRACT.

Key words: shopping orientation, shopping behavior, shopping pattern, gender

JEL Classification:

1 Lecturer, Department of Marketing, Faculty of Economics and Business Administration, Babes-Bolyai University Cluj-Napoca, ioana.abrudan@econ.ubbcluj.ro

1. Introduction and Review of Literature

Gender differences in shopping orientations

.

H1: Orientation towards price comparison and economy

Utilitarian orientation

Hedonic orientation

fashion leadership)

socialization interpersonal affiliations

Gender differences in shopping behavior

store and shopping center format choice

H2:

H3:

H4:

H5:

patronage set

H6: H7:

money spent

H.8. H8.1: H8.2: H8.3: H8.4:

spending time

H9:

travel

H10:

H11:

H12:

accompanying persons

H13:

H14:

H15:

2. Material and Methods

3. Results and Discussions

Table 1.

Table 2.

Notes:

Table 3.

Notes: SH= second-hand stores; Neigh. = neighborhood stores; Center = city center stores; Super = supermarkets; Hyper = hypermarkets; C&C = Cash & Carry stores; ShC = shopping centers; Online = online stores; Cat. = catalog retailing; Other = other retail formats (e.g. markets)

Table 4.

Ge nd

er

N ev

er

O nc

e

O nc

e a

m on

th

2- 3

tim es

pe

r m

on th

O nc

e a

w ee

k

Se ve

ra l

tim es

a

w ee

k

M ea

n

M od

e

St an

da rd

de

vi at

io n

3.11 4 1.46 2.96 3 1.433 3.43 4 1.669 3.39 4 1.648 2.04 1 1.249 2.12 1 1.3 2.07 1 1.328 2.12 1 1.288 1.56 1 0.82 1.79 1 1.048 1.52 1 0.969 1.63 1 1.012 1.38 1 0.899 1.45 1 1.05 1.22 1 0.764 1.2 1 0.646 1.55 1 1.077 1.58 1 1.151 2.01 1 1.318 2.19 1 1.403 2.09 1 1.743 2.6 1 1.871 1.34 1 1.019 1.37 1 1.065

Table 5.

Ge nd

er

N ev

er

O nc

e

O nc

e a

m on

th

2- 3

ti m

es

pe r

m on

th O

nc e

a w

ee k

Se ve

ra l

ti m

es a

w

ee k

M ea

n

M od

e

St an

da rd

de

vi at

io n

4.15 4 1.325

4.27 4 1.225 3.11 3 1.287

3.2 3 1.335 2.43 3 1.066 2.7 3 1.18

Jewelry & accessories 1.45 1 0.783 2 = 37.108; p = 0 1.9 1 1.074

1.93 1 1.016 1.82 1 0.996 1.7 1 0.887 1.57 1 0.778 1.53 1 0.792 1.74 1 0.973

Cosmetics 2.03 1 1.116 2 = 32.968; p = 0 2.49 2 1.133

1.82 1 1.134 1.8 1 1.067 2.57 1 1.62 2.44 1 1.622 2.18 1 1.365 2 1 1.31 1.68 1 1.084

1.83 1 1.188 1.37 1 0.775 1.36 1 0.772

Table 6.

Notes:

equal variances assumed

Table 7.

Table 8.

Table 9.

Table 10.

Table 11.

4. Conclusions

Table 12.

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