Volume 03 Issue 03-2023
1
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
I
SSUE
03
Pages:
01-04
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
ABSTRACT
Gender plays a significant role in influencing an individual's purchasing decisions all the time in Bangladesh, as it does
in virtually every other culture or region. This study was carried out with the intention of determining whether male
or female decision-making styles differ in any way. The Consumer Style Inventory (CSI) approaches were used to set
the questionnaire in order to collect data from 133 people in Chattogram, Bangladesh. With its 37 items and eight
factors, the CSI has been used to identify consumer decision-making styles. The data have been analyzed, and it has
been determined that there is no significant difference between male and female decision-making styles. Due to the
fact that this study focuses solely on the city of Chattogram, additional culturally diverse cities or nations can be
included in future studies.
KEYWORDS
Male, female, decision-making style, consumer behavior, CSI
INTRODUCTION
Consumer behavior is always a crucial issue in
marketing research. Without customers, it is
impossible to conduct business, and no gain can be
achieved. This is how a lot of advertisers and analysts
Research Article
MALE AND FEMALE CONSUMER DECISION-MAKING STYLES
Submission Date:
March 02, 2023,
Accepted Date:
March 07, 2023,
Published Date:
March 11, 2023
Crossref doi:
https://doi.org/10.37547/ijmef/Volume03Issue03-01
Mohammad Rahman
Department Of Business Administration, International Islamic University Chittagong., Bangladesh
Journal
Website:
https://theusajournals.
com/index.php/ijmef
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Volume 03 Issue 03-2023
2
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
I
SSUE
03
Pages:
01-04
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
try to figure out what makes people buy products or
services. According to Solomon (2009), a consumer's
self-conception is significantly influenced by their
gender distinctiveness. Sexual identity can be used to
describe gender. In addition, both genders believe that
the manner in which they behave (talk) and dress
conforms to their cultures. However, these gender
roles will change over time if culture and time change.
Regardless, it is highly unlikely that different genders
will be consumed in different ways. As a result,
numerous vendors have conducted extensive gender
research to determine whether men and women will
consume the same or different products. According to
Zawawi, Wong, Busu, and Hamzah (2004), gender
consists of standards that support both men and
women.
As can be seen from the preceding discussion, a lot of
research has been done on men and women. However,
as technology has improved and social networks have
emerged, it is now a new challenge to determine how
today's generation makes decisions. Since today's
generation is vastly different from previous
generations, it would be a novel discovery for the
company to learn about their decision-making style.
Based on this information, the company could adjust
their offers to encourage both men and women to
make purchases.
According to Blyth (2013), consumer behavior is
typically defined as choosing, utilizing, and discarding
products and services offered by an individual or
organization. Gender plays a significant role in human
habit, including purchase behavior (Fan & Miao, 2012;
Hasan, 2010; (2008) (Seock & Bailey) Three methods
have been used to determine a consumer's decision-
making styles. The first is a psychological graphic, the
second is based on a consumer's type, and the third is
based on a consumer's characteristics. The decision-
making
process
regarding
the
consumer's
psychological characteristics and lifestyle is the first
focus of the psychological/lifestyle approach (Lastovic,
1974; 1974, Darden and Ashton). The second strategy
divides customers into general categories based on
how they shop (Westbrook & Black, 1985; 1976
Moschis). The third strategy focuses on providing
customers with specific emotional and rational
decision-making
guidelines.
The
primary
characteristics and intellectual characteristics of
consumer decision-making were first identified by
Sproles (1983). After that, in 1986, Kendall and Sproles
created an inventory of forty consumer styles. The
eight mental characteristics of the consumer's
decision-making style have been identified and
analyzed using CSI. Perfectionism, brand awareness,
fashion awareness, recreation awareness, price
awareness, carelessness, choice confusion, habit, and
brand loyalty are some of their traits (Sproles, 1983b;
(1990) Sproles and Sproles According to Mitchell and
Volume 03 Issue 03-2023
3
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
I
SSUE
03
Pages:
01-04
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
Walsh (2004), men and women have different
preferences for and consumption patterns for various
products.
According to Dholokia (1999), young men of today are
becoming more and more associated with shopping,
and products that were once thought to be for women
are now made for men, such as cosmetics, skin care,
and fashion journals. According to another study, men
view the shopping process as unpleasant and
unwelcome (Dholokia, 1999), take less time, and
typically do not take responsibility for their purchases
of food and clothing (Cox and Dittmar, 1995; Miller
1998), are less interested in and less sensitive to the
opinions of their friends, make snap decisions (Shoaf,
Scattone, Maureen, and Durairaj, 1995), and frequently
make snap decisions (Areni and Kiecker, 1993; Prince,
1993) and are more independent, more dependable,
more internally motivated, more competitive, and
willing to take risks, especially with cash. As a result, we
can infer that male buyers will have different decision-
making styles than female buyers. There has been little
research on the gender differences discussed in this
article, despite the fact that customers have a relatively
coherent decision-making style (Sproles and Kendall,
1996)
The survey that forms the basis of this study. Over 150
customers participated in the survey, of which 133 (75
male and 58 female) were chosen based on how well
they filled out a questionnaire. The survey was
conducted using random sampling from a different
location in the city of Chattogram, Bangladesh, to
examine both men's and women's decision-making
styles. Showcasing graduate understudy was mindful
to do the study and they have gathered information in
the period of January and February 2019 by visiting the
clients actually. As part of the pilot survey, 12
respondents were surveyed on 40 items from eight CSI
factors, and 37 items were chosen based on their
validity. The Likert scale, which ranged from strongly
agreeing to strongly disagreeing, was the foundation
of the questionnaire.
CONCLUSION
In conclusion, gender always influences how they
make decisions. They always have a major impact on
their purchasing process. The consumer decision-
making style is still a major concern for researchers,
and each time it comes up with new interesting issues.
We also learned interesting things in these studies, like
that men and women make decisions in the same way,
even though other studies have found the opposite.
The study also demonstrates that the current
generation is not acting in a manner comparable to
that of previous generations, particularly in terms of
how they make decisions. This study only covered
Chattogram City. Like many Bangladeshi cities and
other countries, Chattogram City is rife with cultural
Volume 03 Issue 03-2023
4
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
I
SSUE
03
Pages:
01-04
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
diversity, and different consumer decision-making
styles may exist. As Bangladesh has exceptionally low
social variety contrasted with different nations,
consequently, the review has a more extensive degree
to do additionally explore by obliging more urban
communities in the various nations of the world.
Another limitation of this study is that it did not take
into account product categories but rather only the
consumer shopping style. As a result, this study may be
utilized for additional research in additional countries
and regions with distinct cultures.
REFERENCES
1.
Areni, C. S., and P. Kiecker are cited as sources.
Motivational differences based on gender: some
repercussions for manipulating involvement in
tasks. Editor: C. J. Arnold Consumer behavior by
gender (pp. 30
–
43). Utah's Salt Lake City: Printing
Service at the University of Utah.
2.
Bae, S., and T. Lee. gender differences in how
online consumer reviews are perceived by
customers. 11, 201-214, Electronic Commerce
Research.
3.
Beeker, C., H. Bauer, and N. E. Sauer Styles of
Consumer
Decision-Making
Independent
of
Products: Do they exist at all? Proceedings of the
American Marketing Association Conference, 13,
174-175.
4.
J. Blythe (2013) Behaviour of customers (second
ed.). London: Publication by SAGE.
5.
C. Campbell (1997) The sex war, pleasure, and
shopping In the editors, P. Falk and C. Campbell,
The shopping process? London: Sage.
6.
Cathy, B., and M. Vincent-Wayne Different
consumer decision-making styles for men and
women. Diary of Business Exploration, 59, 1297-
1300.
7.
Cohen, J. (1988). Behavioral sciences' application
of statistical power analysis. NJ: Hillsdale Erlbaum.
