Gender on Customer Based Brand Equity: A Case of OK (Bindura) Supermarket

Abstract

In today's competitive environment gender has become a key success factor used in key marketing decision such as segmentation, target marketing and relationship marketing. This study sought to determine if there was difference on supermarket brand equity and its dimensions for OK supermarket Bindura along gender. In absolute terms there was difference between male and female customers when considering means. However, hypotheses test results showed that there was no significant brand equity difference along gender. This was considered to be unsustainable situation when taking into account that female customers were the majority of customers. Consequently, the study recommended that OK stores should intensify marketing efforts towards female customers who formed the majority of its customers.