The differences in the way genders perceive risks when purchasing a smartphone

Abstract

Purpose – The purpose of this study is to explore whether genders perceive risks differently when purchasing a smartphone. Design/methodology/approach – The first part of this study reviews literature about consumer buying behaviour, factors impacting the purchase of a smartphone and risks that consumers may perceive when purchasing a smartphone. Six personal interviews were then conducted to gather primary data as to whether genders perceive risks differently when purchasing a smartphone. Data obtained was then analysed and compared to existing literature. Findings – Overall females perceived more risks than males in financial, performance, psychological and product risks. There was only one instance where a male participant perceived that he would experience social risk, whilst none of the female participants perceived this risk. Network externality and time risk, were perceived by both males and females. Moreover, none of the participants found that they would experience physical or information risk. Research limitations/implications – The research is restricted as it only considers students’ experiences when purchasing a smartphone. The research is also limited in so far as only six participants were interviewed. Therefore, a future need to explore a larger sample of smartphone consumers of different age groups is essential. Practical Implications – The competition in the smartphone industry is growing. Therefore it is important for smartphone vendors to understand better the risks that potential buyers perceive when purchasing a smartphone. Marketers can develop effective communication strategies that reduce any concerns. Originality/value – This paper provides an insight into how females and males perceive risks differently, an area in marketing that needs more research.