INVESTIGATION OF CONSUMER BEHAVIOR IN MARKET SHOPPING IN THE GENDER CONTEXT

In this study, the behavior of consumers regarding market shopping was observed. The aim of the study is to determine whether the retail shopping behaviors of consumers differ by depending on their gender. “Structured Observation Technique” was chosen as the data collection technique and the data was collected by the researcher personally with participant observation. For this purpose, 225 observations were carried out in a retail chain store in Batman province between 12-22 March in 4 different time periods and covering 2 weekends. The observation form for data collection was prepared in line with the information received from the literature and store employees. The observation form includes the date of observation, the hour of observation, gender, age, the state of being alone while shopping, the state of getting help, the time spent in shopping, the interest in discounted stores, the interest in the price tag, the recommended discounted product, the products purchased, the bag purchase and cloth bag carrying status and payment information. SPSS statistical program was used to analyze the data. In the results of the study; it has been concluded that female customers have longer shopping times than male customers, female customers are more interested in discounted products, female customers are more likely to have reusable bags with them, and female customers seek more help from staff when shopping.