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

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  • Mortimer, Gary
  • Clarke, Peter

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.

Suggested Citation

  • 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, Elsevier, vol. 18(6), pages 575-585.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:6:p:575-585
    DOI: 10.1016/j.jretconser.2011.08.007
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    References listed on IDEAS

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    2. Funches, Venessa & Yarber-Allen, Annice & Johnson, Kimberly, 2017. "Generational and family structural differences in male attitudes and orientations towards shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 101-108.
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    5. Uzir, Md Uzir Hossain & Al Halbusi, Hussam & Lim, Rodney & Jerin, Ishraq & Abdul Hamid, Abu Bakar & Ramayah, Thurasamy & Haque, Ahasanul, 2021. "Applied Artificial Intelligence and user satisfaction: Smartwatch usage for healthcare in Bangladesh during COVID-19," Technology in Society, Elsevier, vol. 67(C).
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    9. Büyükdağ, Naci & Soysal, Ayşe Nur & Ki̇tapci, Olgun, 2020. "The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    10. Chang, Joshua & Travaglione, Antonio & O’Neill, Grant, 2015. "How can gender signal employee qualities in retailing?," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 24-30.
    11. Karpinska-Krakowiak, Malgorzata, 2021. "Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    12. Brush, Gregory J. & Soutar, Geoffrey N., 2022. "A Rasch analysis of service performance in a tourism context," Journal of Business Research, Elsevier, vol. 139(C), pages 338-353.
    13. Qian Tang & Mei Lin & Youngsoo Kim, 2021. "Inter‐Retailer Channel Competition: Empirical Analyses of Store Entry Effects on Online Purchases," Production and Operations Management, Production and Operations Management Society, vol. 30(8), pages 2547-2563, August.
    14. Phillips, Megan & Parsons, Andrew G. & Wilkinson, Helene J. & Ballantine, Paul W., 2015. "Competing for attention with in-store promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 141-146.
    15. Martina Zámková & Stanislav Rojík & Ladislav Pilař & Martina Chalupová & Martin Prokop & Radek Stolín & Paweł Dziekański & Mansoor Maitah, 2021. "Customer Preferences for Organic Agriculture Produce in the Czech Republic: 2016 and 2019," Agriculture, MDPI, vol. 11(10), pages 1-16, October.
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