Gender differences in groceries buying behaviour

Abstract

Traditional roles have evolved and changed in way that influences society as a whole. Family roles and employment opportunities are now available to both sexes. Every person has the opportunity to seek out his or her priorities, which consequently causes some shifts in buying behaviours. This research is important, as it gives meaning to males and female behaviours, when it comes to their grocery shopping. Past studies have examined behavioural differences between genders. However, when it comes to grocery shopping behaviours, the area is still understudied, or at least subjective. This study is significant, as it relates previous studied behaviours, by contrasting them with the study's findings. Extensive reading material was scrutinized, which eventually led to eighteen research hypotheses. These hypotheses were tested through a survey questionnaire, which was handed out at three major supermarkets across Malta and Gozo. Gender, age and the respondent's education level were also recorded. The analysis of the results concluded that the majority of the hypotheses proposed were accepted. It was noted that women were still more likely to take the responsibility of the shopping task, because of their partner's employment. Also, impulse purchases are slightly more common with females than males. However, when it comes to the reasoning behind impulse purchases, the opinion of males and females differed. It was established that women bought on impulse as a way to relax. iii The research also suggests that shopping lists are not relevant with male population. Moreover, evidence was found to support the claim, that women ask for assistance at the store. On the other hand, men prefer not to ask for assistance. Other general findings include: the effect of background mus This was also supported in previous research. Moreover, the wide product assortment at the store was found to be confusing by the male population. In conclusion, this research has evidence to support that, some buying behaviours can be unpredictable. In addition, the male presence in the supermarkets was equal to the females. This means that, men's influence in the market may be undermined in present studies. In future studies, more focus should be placed towards males, as they pose a significant influence on the market.