Consumer behaviour research is the scientific study of the processes consumers use to select, secure, use and dispose of products and services that satisfy their needs. Firms can satisfy those needs only to the extent that they understand their customers. The main objective of this paper is to study the gender differences in consumer buying behaviour of a Portuguese population when they go shopping to buy apparel products. To attain this objective a survey was developed and administered across Portugal. The findings confirm the differences between women and men especially in terms of What, Where, When, and How they buy.
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Paper provided by University Library of Munich, Germany in its series MPRA Paper with number
11908.
Find related papers by JEL classification: M00 - Business Administration and Business Economics; Marketing; Accounting - - General - - - General M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
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