Gender differences and store characteristics : a study of Australian supermarket consumers
Mortimer, Gary & Clarke, Peter (2010) Gender differences and store characteristics : a study of Australian supermarket consumers. In Ballantine, Paul & Finsterwalder, Jorg (Eds.) Proceedings of ANZMAC 2010, University of Canterbury, New Zealand, University of Canterbury, Christchurch, pp. 1-5.
It is argued, there is a paucity of research with regard to male and female consumer behaviour in the context of supermarket shopping in Australia. The purpose of this paper is to identify the differences between male and female shoppers rating the importance of store characteristics within an Australian Supermarket retail environment. A survey gathered data from two hundred and eighty male and female grocery shoppers, across four major Brisbane supermarkets. A simple-random-sample, collection methodology was employed to collect data. Significant statistical differences between male and female grocery shoppers were evident on all ten store characteristics constructs. Significant gender differences featured on twenty-eight of thirty scale items tested. Female grocery shoppers considered supermarket store characteristics more important than male shoppers. This study has implications for sociology, gender studies and consumer behaviour disciplines. It also has commercial implications for food retail management and consumer marketing activities that can positively influence consumer participation levels, increased store revenues and profitability.
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|Item Type:||Conference Paper|
|Keywords:||Consumer Marketing, Supermarket Retailing, Gender Behaviour, Store Attributes|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)|
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2010 University of Canterbury, New Zealand|
|Deposited On:||09 May 2011 08:51|
|Last Modified:||01 Mar 2012 10:31|
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