Gender and Consumer Behaviour in Distribution Channels of Services

• DOI: 10.17951/ijsr.2016.5.0.45
• Publication Date: 2019-02-28T12:44:58Z
• Authors: Marcin Lipowski; Marek Angowski
• Keywords: 0502 economics and business; 05 social sciences; 10. No inequality; 12. Responsible consumption

Purpose – The aim of the publication is to present significance gender in creation consumer behaviour on market services, with special consideration decision-making process. Design/Methodology/Approach empirical part was developed basis survey research titled “Distribution modelling network economy”. quantitative, implemented through computer-assisted personal interviewing (CAPI) technique a group 1,103 respondents. Quota and random sampling applied. study conducted 2015. Findings In part, differences between women men as consumers services were identified. identified distribution channels chosen at consecutive stages purchase process; respondents’ priorities choosing those channels; (of various age groups income groups) this respect. Practical implications Changes undergoing globalisation, ICT development, particular development economy evoked necessity searching for new strategies sales services. Contemporary marketing should take into account social demographic changes influence behaviour. Therefore, knowledge about their choices be reflected enterprises. Original value concerns multichanneling respect female male