Consumer Buying Behavior at Shopping Malls: Does Gender Matter?

Abstract

The development of shopping malls is a major social and global phenomenon that has unearthed a novel facet for customer satisfaction and their consequent or relative buying behavior. The aim of his paper was to explore the gender differences in consumer buying behavior at selected Durban shopping malls. It is an observational cross-sectional study carried out on 700 randomly selected respondents to study buying capacity, buying behavior and shopping experience of male and female consumers at shopping malls in the city of Durban, South Africa. Data was collected through pre-tested semi-structured questionnaire with closed ended questions. The study revealed that there are notable gender differences, which shape shopping behavior among men and women. Time and money spent at the mall was significantly high among female as compared to male consumers. Consequently, the results attributed that personal attributes and shopping mall attractiveness factors played a crucial role in influencing customer shopping behavior amongst the mall shoppers. The study concludes that gender differences are prevalent in the buying behavior of customers at the select shopping malls in Durban, South Africa. Average time spent by female is high as compared to male which also affect their average money spent at shopping mall. Psychological, Social and Cultural factors are highly influencing customers’ buying behavior at shopping malls.

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