“…Researchers often use the characteristics of income, age, gender, race, generation, and marital status to divide the consumer market among many demographic variables (Bashar, Ahmad, & Wasiq, 2013;Chaney, Touzani, & Ben Slimane, 2017;Do & Do, 2020;Kim & Yang, 2020;Pinna, 2020). Among these variables, gender is the most common form of business segmentation in the market for products as well as services (Yim, 2020). Similarly, marketing scholars such as Meyers-Levy and Sternthal (1991) considered that gender segmentation based on physiological gender itself can successfully segment the market because gender differences are easy to access, easily identifiable, and can be used for most of the consumer goods and services.…”