Gender and Consumer Behaviour in Distribution Channels of Services

Abstract

Purpose -The aim of the publication is to present the signiicance of gender in the creation of consumer behaviour on the market of services, with special consideration of decision-making process. Design/Methodology/Approach -The empirical part was developed on the basis of survey research titled "Distribution modelling in network economy". The research was quantitative, implemented through the computer-assisted personal interviewing (CAPI) technique on a group of 1,103 respondents. Quota and random sampling was applied. The research study was conducted in 2015. Findings -In the empirical part, differences in behaviour between women and men as consumers on the market of services were identiied. The study identiied distribution channels of services chosen at consecutive stages of a purchase process; respondents' priorities in choosing those channels; and differences between women and men (of various age groups and income groups) in this respect. Practical implications -Changes undergoing on the market of services, globalisation, ICT development, and in particular the development of network economy evoked a necessity of searching for new strategies of sales services. Contemporary marketing strategies should take into account social and demographic changes and the inluence of those changes on consumer purchase behaviour. Therefore, the knowledge about differences in the behaviour between women and men and their market choices should be relected in marketing strategies of enterprises. Original value -The research concerns multichanneling on the market of services with respect to differences in female and male market behaviour.

Is there a gender effect on wine choice in Portugal? – A qualitative approach

“…On the other hand, women perceive higher risk associated with choosing a particular wine over another, and consequently, search for more information, being more sensitive to details (Barber et al, 2009;Marques and Guia, 2018). Concerning distribution channels, men tend to search quicker and more effectively, and to use online channels more frequently than women (Lipowski and Angowski, 2016;Santos and Ribeiro, 2012). In sum, men and women look for different external cues and information during a wine choice situation.…”

Untitled

“…Gender is also an important element that differentiates an individual when it comes to making product purchase decisions. Thus, men and women differ in their motives, goals, preferences, expectations and the course of the purchasing process (Lipowski, Angowski, 2016).…”

Gender and Social Media in Product Innovation Searching Process

“…While searching for the desired product, he eliminates those variants that do not meet the assumed criteria and as a result tries to limit the selection to only a few most important items. Having set the precise requirements for the offer, he usually purchases quite quickly and decisively (Kowalska, 2019;Lipowski, Angowski, 2016).…”

“…For men, details do not play a significant role. It is certificates and plain, preferably numerical, data that are more important (Deluga 2015;Lipowski, Angowski, 2016).…”