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Abstract
The purpose of this study is to understand the differences in buying behavior and
preferences between men and women during the purchase of a backpack. In 2015, the
retail sales value of the casual bag segment in India is expected to be about 687 million
U.S. dollars. The total retail sales value of the Indian luggage market is forecasted to be
about 1.87 billion U.S. dollars in 2015 (Statista.com). Luggage market is broadly divided
into Travel, Casual and Business bags. Casual bags contribute about 35%
(www.analystassociation.com) in the luggage market. Casual bag consists of Backpacks,
shoulder bags, wheeled duffle bags, etc. The main focus of our study was Casual bags,
more specifically backpacks.
A qualitative and a quantitative analysis were done. The quantitative analysis included a
survey including respondents of about 236. To capture the functional value of the
findings factors like price, durability, capacity, comfortableness while carrying, mode of
purchase and additional accessories where considered while framing the questionnaire.
For capturing the social value and emotional value behind the consumers preferences
brand was taken into consideration. For capturing the epistemic value factors like type of
colors and design was taken into consideration. Qualitative research included an
observational research and a focused group discussion. The observational research was
also conducted that lead to similar findings. The buying behavior of men and women in a
well-known Bag retail was conducted for a day. The results indicated that men gave more
importance to functionality, whereas women stressed on design, color and price of the
bag. The focused group discussion also leads to similar results.
The findings of the analysis indicated that there were indeed a stark difference in the
preferences while purchasing a backpack, between men and women. It showed that men
give more importance to utilitarian factors like durability and quality of zip. On the other
hand, it indicates that women give more importance to epistemic values such as design.
It was also found that both the groups dont give much importance to color.
Keywords:
Buying behavior, Brand preference, gender differences, price sensitivity, design
preference, utility, durability, color.
luggage segment of the industry to grow The paper also throws light on
significantly. Hence it is on befitting that the advertisements for gender-based selling.
backpacks, which come under the casual Surveys were conducted with the
luggage segment, be considered for the population consisting of mainly the upper
study. The segment has been further and the middle class people. According to
classified into value, popular, and premium the survey 65% of both the upper and
segment and each of these segments middle class people surveyed were n
represent the type of attributes their buyers support of the hypothesis. And also out of
prefer. the 20 females who were interviewed 40%
were in support with the gender based
The study has been done using a
selling while 30% were neutral to it. The
qualitative and a quantitative approach.
result of this paper shows that there is a
The qualitative approach focused more on
positive influence on the consumer buying
point of purchase observation. An
behaviour in result of the gender-based
observational research was conducted to
consumer targeting.
study the buyers behavior and their
preferences while purchasing the handbag. Gender attitude toward the ad: Gender
A focused group discussion was also marketing
conducted to understand the reasoning
Author: Eva Kujistermans
behind their choices.
In this paper, two commercials are
The quantitative approach involved
included in the survey, a Coca Cola
analyzing the results of survey that
commercial and a McDonalds commercial.
included results from about 236
The Coca-Cola commercial is expected to
respondents. The respondents mainly
evoke a more positive attitude amongst
constituted of students and working
women, the McDonalds commercial is
professionals between the ages of 16 25.
expected to be more appealing to men.
The reason behind is that the main target if
Remarkable is the fact that women have a
the industry for this segment are the youth
more positive attitude towards both
between similar age groups. Statistical
commercials and attitude differences are
analysis was conducted on the results and
largest for the McDonalds commercial.
findings were found conform to the
Mean scores between the two genders
quantitative research done. Attributes like
significantly differ on twice as many items
usage, quality of the material, design, price,
for the McDonalds commercial as they do
brand, where selected to represent each of
for the Coca Cola commercial. In both
the three segments of the industry, value,
cases, women rank all the positive items
popular and premium. The study attempts
higher than by men and men than by
to draw out the differences in the buying
women rank all the negative items higher.
behaviors between men and women based
Even though the two genders significantly
on these analyses.
differ in their feelings, judgment and
LITERATURE REVIEW attitude toward advertisements it seems
that for a marketing campaign to be
Impact of Gender based Selling on
successful, it should be adapted to
Consumer Buying Behaviour
womens preferences and will then appeal
Author: Arslan Ayub to men as well.
The authors of the paper have done In the book Marketing to Women
research on the influence of gender based Barletta introduces the Gender Trends
selling and consumer buying behaviour. Marketing Model, which is based on gender
2015 M. Sathish, Sachin Menon and Yuvaraaj Mahendran 14
differences between men and women rational purchase behaviors and product
(Barletta, 2006, p.37). The Gender Trends preferences
Model is based on four-star points, which
Social Value: According to Sheth at al
contain the main gender differences: focus
(1991), social value is the benefit that is
strategies, communication keys, life/time
perceived and obtained in relation to one
factors and social values. According to
social group or several social groups.
Barletta, these star points should be
Social classes are generally determined
aligned with the elements of the marketing
according to work, education and income
mix in order to plan a successful marketing
status. Apart from that, classification of
approach (Barletta, 2006, p.40) this paper
social classes can be made by prestige,
talks about the gender attitude toward the
status, adopted values etc. (Myers and
ad and gender marketing.
Bishop 1971:8).
Analyzing the relationship between
Emotional Value: In the framework of
consumption values and brand loyalty
consumer behaviors, emotions can be
of young people: A study on personal
described as feelings or emotional
care products
reactions against components like
Authors: Burcu Candan, Sevtap nal, situations, products, advertisements and
Aysel Erci c brands (Hawkins et al., 1992:19)
One of the most up to date models Epistemic Value: Epistemic value can be
that explain consumers purchase behavior described as the curiosity that is perceived
is the consumption values model or obtained from the product and the
developed by Sheth (1991a) (Pope, benefit that meets the desire and need of
1998:125). By focusing on the consumption innovation (Sheth, 1991a).
values, the theory explains why consumers
Conditional Value: Conditional value can
buy a product or not, why they prefer one
be described as the benefit that arises as a
product to another and why they prefer a
result of a specific condition the person
specific brand. This theory also includes a
who is making a preference comes across
wide range of product categories such as
and is perceived at that moment. The
physical and non-physical consumption
factors of time, place and environment
goods, industrial goods and services
are considered to be the main determiners
(Sheth et al., 1991b:159) Five basic
in the identification of conditional factors
consumption values that affect consumers
(Hansen, 1972; Belk, 1974:428)
preference behaviors are named as
functional, emotional, conditional, social Age and factors influencing consumer
and epistemic values. Any or all of the behavior
consumption values may affect the Author: Catherine Hervine and Etienne
consumer behavior. Mullet
According to Sheth et al. (1991), the When evaluating a product or service,
five basic consumption values are consumers seek out information to judge
described as the following: whether that specific product will meet
Functional Value: Sheth (1991) claim that certain criteria. The main concern of sales
customers are initially affected by the providers is how to increase their
functional value of a product in their purchasers' willingness to buy a product.
preferences; Price, quality and value are The authors studied the impact of age on
the main determiners in consumers the perceived importance and interaction of
15 International Academic Research Journal of Business and Management October
Since there is a high amount of I prefer bright-colored bags (1 being the least; 5
intercorrelation that exists among the being the highest)
variables, we are going for factor analysis. I prefer dark-colored bags (1 being the least; 5
Factor analysis (Principal component being the highest)
analysis) reduces the variables into
uncorrelated factors. Interpretation for men:
The 11 independent variables From the ANOVA table, the overall model
undergo a factor analysis where the is significant (.000).
variables will fall under component From the Coefficients table, we find
categories. The factor loadings of the that the factor Design is significant for men
variables will occur if greater than 0.5 and at 0.001 and the Utility factor is significant
they will fall under the respective factor for men at .000 levels whereas the
categories. After checking through the significant level for color is 0.6 which is
fallen factors respective titles will be greater than 0.05 hence not significant. We
assigned to the components. Here the find that men prefer utility and design, but
component 1 is utility component 2 is they mostly do not prefer a backpack
design and component 3 is color. In the based on color as the acceptance ratio for
following table the values are checked and color is at 33%. The Beta score, which
the titles are assigned. represents the strength of the factors, is
Variables, which have a high degree of 0.332 for Utility and 0.186 for design and -
correlation with factor 1 (Utility): .023 for color
I think my bag is durable (1 being the least; The factors, which determine the
5 being the highest) likeability of men, are
17 International Academic Research Journal of Business and Management October
1. Design RESULT
2. Utility Hypothesis 1: Men prefer utility while
buying a backpack
The standardized equation (Using
Beta weights): Both men and women prefer utility while
buying a backpack. But comparatively
Likeability of bag = 0.251 (Design) +
womens preference for utility is better than
.418 (Utility) + -.032 (color)
mens preference (from regression
The Un-standardized equation: analysis). Hence we conclude that women
Likeability of bag = 4.170 (Constant) + prefer utility more than men.
0.186 (Design) + .332(Utility) + -.023 (color) Hypothesis 2: Women prefer color while
Interpretation for women: buying a backpack
Pockets Colour
Quality of zip
Looks Quality
Comfort Comfort
Security Design
Analysis Of Data
Total of 236 respondents out of which 133 were male and 103 were female filled the survey.
Component
1 2 3
I would like my bag design to be unique .199 .582 .321
I think my bag is sporty .130 .815 -.070
I think my bag is trendy .107 .795 -.003
I prefer bright-colored bags .083 .282 .783
I prefer dark-colored bags .255 .191 -.690
I prefer those colored bags which easy
.469 -.146 .064
to maintain
I think my bag is durable .670 .262 -.112
I think my bag is spacious .786 .033 .006
My backpack has pockets for specific
.631 .210 -.083
items
My backpack has easily usable handles .662 .260 -.172
My backpack has comfortable straps .758 .284 .012
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
Communalities
Initial Extraction
Component Matrixa
Component
1 2 3
Regression
For both male and female
Variables Entered/Removed
Model Variables Entered Variables Removed Method
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .482a .232 .222 .67378
a. Predictors: (Constant), COLOUR, DESIGN, UTILITY
Interpretation:
R square is 0.232, 23% of response variation can be explained by the explanatory variable.
2015 M. Sathish, Sachin Menon and Yuvaraaj Mahendran 24
ANOVAa
Model Sum of Squares df Mean F Sig.
Square
Regression 31.813 3 10.604 23.359 .000b
1 Residual 105.322 232 .454
Total 137.136 235
a. Dependent Variable: LIKABILITY
b. Predictors: (Constant), COLOUR, DESIGN, UTILITY
Coefficientsa
Model Unstandardized Standardized t Sig.
Coefficients Coefficients
B Std. Error Beta
For men
Model Summary
Interpretation:
R square is 0.253, 25% of response variation can be explained by the explanatory variable.
25 International Academic Research Journal of Business and Management October
ANOVAa
Coefficientsa
Standardized
Unstandardized Coefficients
Coefficients
Model t Sig.
For women:
Variables Entered/Removed
Model Summary
ANOVAa
Coefficientsa
Standardized
Unstandardized Coefficients t Sig.
Model Coefficients
B Std. Error Beta
(Constant) 4.058 .071 57.373 .000
UTILITY .200 .064 .272 3.108 .002
1
DESIGN .334 .069 .423 4.841 .000
80
70
60
50
MEN
40
WOMEN
30
20
10
0
School/College Travel
What purpose do you buy a backpack for?