Grocery product pricing and Australian supermarket consumers: gender differences in perceived importance levels

Authors: Mortimer, Gary Steven; Weeks, Clinton S.

Source: The International Review of Retail, Distribution and Consumer Research, Volume 21, Number 4, 1 September 2011 , pp. 361-373(13)

Publisher: Routledge, part of the Taylor & Francis Group

Buy & download fulltext article:

OR

Price: $54.28 plus tax (Refund Policy)

Abstract:

Grocery shopping is an essential and routine activity. Although long regarded the responsibility of the female spouse, modern social and demographic shifts are causing men to become more engaged in this task. This is the first study to analyse gender differences with respect to the criterion of grocery product price within an Australian supermarket retail environment. A stratified sample of 140 male and 140 female grocery shoppers was surveyed. Results showed that men considered price attributes of products as being significantly lower in importance than did women. Additionally, men displayed lower levels of price involvement, reported referencing shelf price to a lesser extent, and gave lesser consideration to promotional tactics focusing on low price. Although men on average buy fewer items than do women, they spend more money for each item they purchase. This higher expenditure per item appears to be driven, at least in part, by a lack of price referencing. This research has implications for gender studies and consumer behaviour disciplines in relation to grocery shopping.

Keywords: Australia; consumer behaviour; gender; price; supermarket retailing

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593969.2011.596553

Affiliations: Business School, QUT, Brisbane, Australia

Publication date: September 1, 2011

More about this publication?
Related content

Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content

Text size:

A | A | A | A
Share this item with others: These icons link to social bookmarking sites where readers can share and discover new web pages. print icon Print this page