Impact of seller’s gender on purchaser’s consumption behavior

Authors:
S. Illiashenko1,2, J. Klisinski3,1, S. Hrytsai4, I. Starkiv1
1. Sumy State University (Sumy, Ukraine)
2. University of Economics and Humanities (Bielsko-Biala, Poland)
3. Technical-Humanistic Academy (Bielsko-Biala, Poland)
4. Sumy Regional Institute of Postgraduate Pedagogical Education (Sumy, Ukraine)
Pages:
58 - 66
Language:
English
Cite as:


Annotation

The article deals with research results, which prove impact of seller’s gender on purchaser’s consumption behavior. It defines main factors, which impact cooperation between sellers and purchasers of different gender in the buy and sell process. There are following ones among them: an idea about gender of the ideal seller, pleasant communication with seller, attentive attitude (clearness and understanding of the answer to questions, provision with wide information, and interest in conversation), detailed representation of the necessary information for purchaser etc. Results of the conducted studies can be used as a methodic tool to form sellers’ staff, to define and to distinguish their functions and roles etc.


Keywords
trade enterprises, buy and sell process, gender factor, cooperation between seller and purchaser, management of sellers’ staff


Links
  1. Александрова Т.А. Гендерные особенности женщин-потребителей / Т.А. Александрова, Л.М. Наумова // Практический маркетинг, 2008. – С. 69.
  2. Волобуєв М.І. Гендерні особливості управління персоналом / М.І. Волобуєв // Інвестиції: практика та досвід. – 2014. – № 14. – С. 77-79.
  3. Гарри Б. Типы потребителей: введение в психографику / Б. Гарри. – СПб. : Питер, 2001. – 304 с. 
  4. Зазыкин В.Г. Психология проницательности. – М. : РАГС, 2009. – 188 с. 
  5. Ивченко М.М. Гендерные различия и интернет в рекламе для женщин // Маркетинговые коммуникации. 2007. – № 4. – С. 49-54.
  6. Кузнецов А. Первичные признаки / А. Кузнецов // Бизнес-Журнал. – 2006. – № 17. – С. 60-63.
  7. Лебедев-Любимов А.М. Психология рекламы / А.М. Лебедев-Любимов. – СПб. : Питер, 2-е издание, 2009. – 384 с.
  8. Мужчины и женщины по-разному покупают – реклама для них разная [Електронний ресурс] – Режим доступу : http://bishelp.ru/business/upravljaem-biznesom/muzhchiny-i-zhenshchiny-po-raznomu-pokupayut-reklama-dlya-nih-raznaya.
  9. Окландер М.А. Поведінка споживача : навч. посіб. / М.А. Окландер, І.О. Жарська. – К. : ЦУЛ, 2014. – 208 с.
  10. Прокопенко О.В. Поведінка споживачів : навч. посіб. / О.В. Прокопенко, М.Ю. Троян. – К. : ЦУЛ, 2008. – 176 с.
  11. Статт Д. Психология потребителя / Д. Статт. – СПб. : Питер, 2003. – 446 с.
  12. Фоксол Г. Психология потребителя в маркетинге / Г. Фоксол, Р. Голдсмит, С. Браун. – СПб. : Питер, 2001. – 352 с.
  13. Perju-Mitrana A. Gender Differences in Modeling the Influence of Online Marketing Communication on Behavioral Intentions / A. Perju-Mitrana, A.E. Budacia // 22nd International Economic Conference. – IECS 2015 “Economic Prospects in the Context of Growing Global and Regional Interdependencies”, IECS 2015. – P. 567-573.
  14. Chattalas M. National stereotype effects on consumer expectations and purchase likelihood: competent versus warm countries of origin / M. Chattalas // Journal of Business and Retail Management Research. – 2015. – Vol. 10 Issue 1. – P. 1-15.
  15. Koca E. A Study of Clothing Purchasing Behavior By Gender with Respect to Fashion and Brand Awareness / E. Koca, F. Koc // European Scientific Journal. – 2016. – Vol.12, Number 7. – P. 237-248.
  16. Lin Jo-Hui. Identifying Gender Differences in Destination Decision Making / Jo-Hui Lin, Shu-Ju Lee, Ching Yeh, Wen-Hwa Lee, Jehn-Yih Wong // Journal of Tourism & Recreation. – 2014. – Vol. 1, Issue 1. – P. 1-11. 
  17. Lim Pei Ling. Does Gender Play a Role in Online Consumer Behavior? / Pei Ling Lim, Mr. Rashad Yazdanifard // Global Journal of Management and Business Research: E Marketing. – 2014. – Vol. 14, Issue 7. – P. 49-56.
  18. Lipowski M. Gender and Consumer Behaviour in Distribution Channels of Services / M. Lipowski, M. Angowski [Електронний ресурс]. – Режим доступу : http://ijsr.journals.umcs.pl.
  19. Mortimer G. Supermarket Consumers and Gender Differences Relating to Their Perceived Importance Levels of Store Characteristics / G. Mortimer, P. Clarke // Journal of Retailing and Consumer Services. – 2011. –  Vol. 18, Number 6. – P. 575-585.
  20. Stan V. The Clute Institute Does Consumer Gender Influence The Relationship Between Consumer Loyalty And Its Antecedents? / V. Stan // The Journal of Applied Business Research. – 2015. – Vol. 31, Number 4. – P. 1593-1604.