EFFECT OF GENDER DIFFERENCES ON CONSUMER EXPLORATORY TENDENCIES FOR CONVENIENCE GOODS

Main Article Content

Dr. Kiran Mor

Abstract

India is one of the fastest growing retail markets in the world, with 1.2 billion people. It is one of the top five retail markets in the world by economic value. Consumers are becoming more powerful, with expectations of having it all. Therefore, assessment of their exploratory tendencies for retailers and academia becomes an important issue in this newly developing consumption culture. The present study tried to develop and validate a scale to find out the factors influencing the choice criteria pertaining to exploratory tendencies of consumers and also the impact of gender differences on exploratory buying behaviour tendencies of consumers in National Capital of India ¬ Delhi with respect to convenience goods. Exploratory factor analysis was carried out through principal component analysis followed by confirmatory factor analysis to establish the validity of the measurement model. Seven exploratory tendencies were extracted from exploratory factor analysis namely innovativeness, repetitive behaviour proneness, risk taking, exploration through shopping, interpersonal communication, brand switching, information seeking. The results indicated significant gender differences in exploratory tendencies in case of biscuits and shampoos, but in case of magazines, were found insignificant. Finally, the study suggested useful measures which can be used by the marketers for designing successful marketing strategies for optimising the resources being used and create a win-win situation for both the corporation and the economy.

Article Details

Section
Articles