Grocery product pricing and Australian supermarket consumers : gender differences in perceived importance levels
Mortimer, Gary & Weeks, Clinton (2011) Grocery product pricing and Australian supermarket consumers : gender differences in perceived importance levels. The International Review of Retail, Distribution and Consumer Research, 21(4), pp. 361-373.
Grocery shopping is an essential and routine activity. Although long regarded the responsibility of the female spouse, modern social and demographic shifts are causing men to become more engaged in this task. This is the first study to analyse gender differences with respect to the criterion of grocery product price within an Australian supermarket retail environment. A stratified sample of 140 male and 140 female grocery shoppers was surveyed. Results showed that men considered price attributes of products as being significantly lower in importance than did women. Additionally, men displayed lower levels of price nvolvement, reported referencing shelf price to a lesser extent, and gave lesser consideration to promotional tactics focusing on low price. Although men on average buy fewer items than do women, they spend more money for each item they purchase. This higher expenditure per item appears to be driven, at least in part, by a lack of
price referencing. This research has implications for gender studies and consumer behaviour disciplines in relation to grocery shopping.
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|Item Type:||Journal Article|
|Keywords:||Pricing, Gender, Supermarkets, Retailing, Consumer Behaviour|
|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) > Pricing (incl. Consumer Value Estimation) (150507)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2011 Taylor & Francis|
|Deposited On:||07 Oct 2011 09:42|
|Last Modified:||19 Sep 2012 15:40|
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