GENDER AND SHOPPING BEHAVIOR OUTCOMES IN THE CONTEXT OF SHOPPING CENTERS

Abstract

Understanding consumer behavior can be divided into three parts: before visiting the stores or shopping centers, during the visit, and after. From the point of view of the final result intended by retailers, satisfying customers in terms of profitability, all three components are equally important. A relevant segmentation criterion for most products and stores is gender. Previous research suggests that gender influences shopping motivations, the way people shop and shopping behavior outcomes. The purpose of this article is to investigate if there are, indeed, differences between shopping behavior outputs of women and men (affective loyalty (satisfaction) and conative loyalty), as found by certain researchers, and also in terms of the factors that influence the formation of conative loyalty. The results confirm that there are few significant differences in the satisfaction level, although for women all values are slightly higher, and none in the repurchase and recommendation intentions between the two genders. Conative loyalty formation (defined as intent to repurchase and recommend) takes place differently between the two genders.