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, [email protected]
1. Introduction and Review of Literature
Gender differences in shopping orientations
.
H1:Orientation towards price comparison and economy
Utilitarian orientation
Hedonic orientation
fashion leadership)
socializationinterpersonal 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 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.
Gend
er
Nev
er
Onc
e
Onc
e a
mon
th
2-3
times
pe
r m
onth
Onc
e a
wee
k
Seve
ral
times
a
wee
k
Mea
n
Mod
e
Stan
dard
de
viat
ion
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.
Gend
er
Nev
er
Onc
e
Onc
e a
mon
th
2-3
tim
es
per
mon
thO
nce
a w
eek
Seve
ral
tim
es a
w
eek
Mea
n
Mod
e
Stan
dard
de
viat
ion
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 9.
Table 10.
Table 11.
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