THEORETICAL FRAMEWORK FOR THE EFFECT OF GENDER ON CUSTOMER BEHAVIOUR

• Authors: Valentyna Melnyk
• Languages of publication: EN

Abstracts

EN

This article develops a theoretical framework for the effects of gender on customer behaviour. The article contrasts recent findings from multiple streams of literature, in particular, psychology, marketing and sociology, to develop a conceptual framework for the influence of gender on multiple areas of customer behaviour (e.g., customer decision making, customer loyalty, response to the advertising). Direction for the future research and managerial implications are discussed.

Keywords

EN

GENDER DIFFERENCES; CUSTOMER BEHAVIOUR; MARKETING; CUSTOMER LOYALTY; SELF-CONSTRUAL

• Publisher: Sumy State University, Business and Management Academy of Ukraine - Sumy regional branch and Publishing Company 'University Book'
• Journal: Mekhanizm Rehuluvannya Economiky
• Year: 2011
• Volume: 4 (54)
• Pages: 58-63

Contributors

author

Valentyna Melnyk

• University of Waikato, Hamilton, New Zealand