Gender based consumer buying decsion

Abstract

The objective of this study is to study the relation ship of factors effecting gender-buying decision. What are the factors that have high or low impact on the decision-making role of male and female population, thus the problem area of the study is the involvement level of gender with different product categories. The data was collected through primary method, questio1maire, a total of. I 05 respondents were targeted. The respondents were chosen randomly from markets. The study therefore uses mi.1ltiple regression analysis as a method to find that if significant relationship between gender and effecting factors, product type or not. It was observed that a high percentage of respondents indulge in joint purchase but it is not very high the purchase decision making of high level of products is still dominated by males and of house hold products and necessities by women. But a lot of educated women are more influential in high priced products. The major findings are • There is a significant relationship between gender and high price products. • There is a significant relationship between gender and low price product purchase. • There is a significant relationship between gender and house purchase behavior. • There is a significant relationship between gender and insurance purchase. • There is significant relationship between gender and automobile purchase ii • Household type has a major impact on the purchase decision. • Women empowerment has given new horizon to their involvement m purchase decision, especially the educated and working population. • Gender has an impact on the type of product to be selected .