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

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Title Supermarket consumers and gender differences relating to their perceived importance levels of store characteristics
Author Mortimer, Gary; Clarke, Peter David
Journal Name Journal of Retailing and Consumer Services
Editor Harry Timmermans
Year Published 2011
Place of publication United Kingdom
Publisher Elsevier
Abstract Family grocery shopping is the accepted domain of women; however, modern social and demographic movements challenge traditional gender roles within 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.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1016/j.jretconser.2011.08.007
Copyright Statement Copyright 2011 Elsevier. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Volume 18
Issue Number 6
Page from 575
Page to 585
ISSN 0969-6989
Date Accessioned 2011-09-21
Date Available 2012-02-10T01:57:13Z
Language en_US
Faculty Griffith Business School
Subject Consumer-Oriented Product or Service Development
URI http://hdl.handle.net/10072/41583
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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