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Supermarket consumers and gender differences relating to their perceived importance levels of store characteristics

Mortimer, Gary & Clarke, Peter (2011) Supermarket consumers and gender differences relating to their perceived importance levels of store characteristics. Journal of Retailing and Consumer Services, 18(6), pp. 575-585.

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Abstract

Family grocery shopping is the accepted domain of women; however, modern social and demographic movements challenge traditional gender roles with in the family structure. Men now engage in grocery shopping more freely and frequently, yet the essence of male shopping behaviour and beliefs present an opportunity for examination. This research identifies specific store characteristics, investigates the perceived importance of those characteristics and explores gender, age and income differences that may exist. A random sample collection methodology involving 280 male and female grocery shoppers was selected. Results indicated significant statistical differences between genders based on perceptions of importance of most store characteristics. Overall, male grocery shoppers considered supermarket store characteristics less important than female shoppers. Income did not affect shoppers’ level of associated importance; however respondents’ age, education and occupation influenced perceptions of price, promotions and cleanliness.

Impact and interest:

2 citations in Scopus
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ID Code: 46344
Item Type: Journal Article
Keywords: Gender, Supermarkets, Retailing, Store Characteristics, Store Attributes
DOI: 10.1016/j.jretconser.2011.08.007
ISSN: 0969-6989
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2011 Elsevier
Copyright Statement: This is the author’s version of a work that was accepted for publication in Journal of Retailing and Consumer Services. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Retailing and Consumer Services, 18(6), pp. 575-585 doi:10.1016/j.jretconser.2011.08.007
Deposited On: 07 Oct 2011 13:22
Last Modified: 12 Sep 2013 21:32

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