Issue

Vol. 10 No. 2 (2021): Special Issue on Gender I

Gender Differences and Consumer Purchase-decision: The Moderating Effect of Income Levels among Mall-Consumers in Dar es Salaam - Tanzania

https://doi.org/10.56279/jhss.v10i2.82
Winnrose Elifuraha Mmari
Kazungu
Moshi Co-operative University, Tanzania

Corresponding Author(s) : Winnrose Elifuraha Mmari

winnrosemmari@gmail.com

Journal of Humanities & Social Science (JHSS), Vol. 10 No. 2 (2021): Special Issue on Gender I

Abstract

The field of gender has recently gained acceptability across the globe. While the
concept of gender development has been widely studied, the link between gender
attributes, income and consumer purchase-decision at the market place requires
an extensive assessment. This work explores how income level moderates the
relationship between gender differences and consumer purchase-decision. A crosssectional research design was adopted and data were collected from 218 sampled
consumers across 11 retail stores in Dar es Salaam, Tanzania. Structural equation
modelling (SEM) was used to test the conceptual framework. Findings revealed a
moderating effect of income in the relationship between gender differences and
consumer decision-making. Therefore, the study concluded that although
consumers across gender might not be able to purchase what they want because of
income, their preferences will not change: they will wait for their income to
purchase their substitutes. It was recommended that while designing sales
strategies, businesses should have a clear understanding of gender differences and
income levels as they influence consumers’ purchase-decisions and organisational
sales performance.

Keywords

consumer; gender; purchase-decision; income leve
Gender Differences and Consumer Purchase-decision: The Moderating Effect of Income Levels among Mall-Consumers in Dar es Salaam - Tanzania. (2021). Journal of Humanities & Social Science (JHSS), 10(2). https://doi.org/10.56279/jhss.v10i2.82
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  98. Intention: The Perspective of Gender Differences. International Journal of Electronic Business
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  129. Mo, T. 2020. Income Vs. Education Revisited–the Roles of Family Face and Gender in Chinese
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  133. Bhavnagar (Gujarat State, India). International Journal of Advance Research and Innovative Ideas in
  134. Education, 3(2): 211–224.
  135. Raajpoot, N. A., A. Sharma & J. C. Chebat. 2008. The Role of Gender and Work Status in Shopping
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  145. Gender Differences and Consumer Purchase-decision
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  147. Sharma M. K. Bhattacharya, K. & V. Sonwaney. 2012. The Study of Changing Buying Behaviour of
  148. Consumer in Growing Economy of India, Specific to FMCG Segment and Its Impact on
  149. Unorganized Retailers. The International Marketing Trend Conference, Venice, January 2012.
  150. Shin, D. H. 2009. Towards an Understanding of the Consumer Acceptance of Mobile Wallet.
  151. Computers in Human Behaviour, 25(6): 1343–1354.
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  153. Research, 2(4): 664–667.
  154. Sohail, M. S. 2015. Gender Differences in Mall Shopping: A Study of Shopping Behaviour of an
  155. Emerging Nation. Journal of Marketing and Consumer Behaviour in Emerging Markets, 1(1): 36–46.
  156. Solka, A., V. P. Jackson & M. Y. Lee. 2011. The Influence of Gender and Culture on Generation
  157. Consumer Decision Making Styles. The International Review of Retail, Distribution and Consumer
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  159. Walsh, G., H. Evanschitzky & M. Wunderlich. 2008. Identification and Analysis of Moderator
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  161. 1108/03090560810891109 on 20th January. 2020.
  162. Yusuf, M., F. Rohman & M. Rahayu. 2015. Customer Income as the Moderator on the Relation of
  163. Customer Satisfaction, Loyalty and Switching Intention. Retrieved from http://ijbmi. org/papers/
  164. (4)2/version-2/c0422016024.pdf on 20th January. 2020
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Author Biography

Kazungu, Moshi Co-operative University, Tanzania




How to Cite

Gender Differences and Consumer Purchase-decision: The Moderating Effect of Income Levels among Mall-Consumers in Dar es Salaam - Tanzania. (2021). Journal of Humanities & Social Science (JHSS), 10(2). https://doi.org/10.56279/jhss.v10i2.82
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