Journal of Marketing Management

Consumer Shopping Characteristics Approach and Gender Difference in Pakistan
Ms. Javeria Shabbir, Dr. Nadeem Safwan

Abstract
In branding literature, consumer’s shopping characteristics are an important area in marketing research. In this study gender differences for six consumer shopping characteristics, brand consciousness, quality consciousness, price consciousness, fashion consciousness, impulse consciousness, and hedonic consciousness are empirically examined. The purpose of the study is to compare males and females for existing differences in consumer’s decision-making styles, using the Consumer Style Inventory (CSI), to compare shopping pattern differences between consumers in Pakistan. The sample size is 140 and data were collected by convenience sampling method. The product category is apparel. An alpha level of .05 was set. Independent sample T- Test was applied to test the gender difference of different constructs. The reliability of the scales was evaluated by calculating as Cronbach’s a for all variables, which is 0.807. Gender is considered as a dependent variable while other all factors are independent variables. In results, consumers demonstrated different Shopping patterns on brand, quality, price, fashion, impulse, hedonic consciousness. Moreover, male and female consumers exhibited different shopping patterns in relation to brand, quality and, price.

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