Influence of Gender Differences on Shopping Orientation of Consumer in Ibadan Metropolis

Abstract

The study set to investigate the influence of gender differences of consumers on shopping orientations in Ibadan metropolis. The research was a survey research, which adopted Ex-post facto design. A total number of three-hundred and two consumers were drawn as participants through accidental sampling technique for this study. The participants were made up of 180 (59.6%) males and 122(40.4%) females. Their age ranged between 20-42 years with a mean of 27.92 (SD = 31.86).
Three hypotheses were generated and sub-sequently tested using appropriate statistical tools. The outcome of the tested hypothesis revealed that sex differences of consumers was not found to significantly influence their shopping orientations (t (2, 300)) = 84; p > .05). Similarly, consumers ethnic group was not found to significantly influence their shopping orientation (F (3,301) = 2.479; P > .05). Finally, there was a significant joint prediction of age, ethnicity and educational qualification on consumers shopping orientations/decision making (F (3, 298) = 3.864, P < .05), independently, it was revealed that age was joint to significantly predict shopping orientation of consumers (B = -1.31, t = -2.093, P < .05).
The results were discussed adequately with reference to existing bodies of theories and relevant studies. Based on this outcome conclusion were drawn and recommendation were made.

Gender and Behaviour Vol. 5 (2) 2007: pp. 1279-1289