engleski

A Comparative Analysis between Male and Female Consumer Behavior toward Purchasing Items of Clothing

This paper, A comparative analysis of male and female consumer behavior toward purchasing items of clothing, provides a theoretical insight into the importance of various factors that in-fluence consumer behavior. When making a purchase, consumers use their behavior and choices to display their personality, which is greatly influenced by their genetic predispositions, since traits are inherited according to specific laws, so often consumption, especially when it comes to food, is very similar to the parents' diet. Consumption displays various postmodern tendencies, but paradoxically, the patterns of consumption are being shaped in conditions of an increasing market hegemony (which is, in essence, a modern institution). This paper provides a detailed examination of consumer behavior with regards to gender using a comparative analysis of male and female consumer behavior. Furthermore, it examines the concept of self with regards to one’s gender and its influence on individual consumer behavior. In order to consistently round up the matter, a research was conducted to determine whether women are more prone to making impulse purchases than men and whether men spend less time in shops than women. Based on this research, one can conclude that women aren’t more prone to making impulse purchases and that men do not spend less time in shops than women.

impulsive buying ; consumer behavior ; consumer gender ; consumer behavior models ; shopping

nije evidentirano