Survey of Effects of Gender on Consumer Behavior; Case Study on Mobile Phone
Publish place: International Journal of Advanced Studies in Humanities and Social Science، Vol: 5، Issue: 4
Publish Year: 1395
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_UPAEI-5-4_005
تاریخ نمایه سازی: 12 شهریور 1402
Abstract:
Consumer behavior is the study of when, why, how, and where people do ordo notbuy a product. Gender has an important role in consumer behavior. Because, the differences between men and women about expectation, want, need, life-style etc. reflectto theirconsumption behavior.Survey of effect of gender on consumer behavior (acase study on mobile phone) according to the marketing mix. The methodology is causal-comparative Research. The currentsearching society is the student of Islamic Azad university of Neyshabuor and we have used the stratified random sampling and simple random sampling to select samples. Sample reach to ۳۶۴ people. Also, in this search has been used from Questioner for tools of gathering data, and it is Reliability is accounted with using of Cronbach test. Also, have been used T-Independent Method, has results from Analyzing Assumption show that, There is a significant relationship between gender and consumer behavior. Also, there is a significant relationship between gender and consumer behavior in terms of promotion and place, There is no significant relationship between gender and consumer behavior in terms of product and price.
Authors
Marzieh Ronaghi
Department of Business Management, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran
Hassan Danae
Department of Business Management, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran
Hamed Haghtalab
Department of Business Management, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran
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