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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.

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Abstract

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.

Impact and interest:

3 citations in Scopus
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ID Code: 46337
Item Type: Journal Article
Keywords: Pricing, Gender, Supermarkets, Retailing, Consumer Behaviour
DOI: 10.1080/09593969.2011.596553
ISSN: 0959-3969
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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