INFLUENCES OF GENDER ON FAMILY’S PURCHASING DECISION IN SAUDI ARABIA

Abstract

Male and female both influence purchasing decision according to the respective perspectives. This study evaluates the purchase differences and factors that influence genders to make specific choices in making purchasing decisions for a particular product. The study is significant as it would support marketers and organizations by providing relevant information related to the promotional activities and other marketing strategies to increase effectiveness of marketing and sales of the products. Additionally, the scope of this study is limited to the focus group is male and female customers who specifically live in Jeddah. The mixed methodology has been used in this study in which quantitative and qualitative both methods are utilized to evaluate the study. In qualitative method, literature is reviewed and in quantitative study, a questionnaire is distributed among 40 consumers in which 20 respondents were male and 20 were females between the age group of 20-40 years