Consumer Decision Making Styles and Gender Roles

For every business organisation understanding consumer behaviour is the key to success. Consumer behaviour is always an interesting topic for the researcher. The present study was conducted to identify the different pattern of consumer decision making styles in males and females. As gender plays a vital role in influencing individual buying behaviour. To identify whether there exist any differences in buying pattern for apparels a study was conducted in Raipur City. The target respondents were college going youngsters as they can better relate to the topic. After analysing the data it was revealed that there was difference in the purchasing style among youth with respect to gender. It was found that out of 7 factors considered for the study male and female consumers groups have different decision making style in relation to impulse, fashion and brand consciousness. There exists a difference in consumer decision making styles of males and females for purchasing fashion apparels.