Impact of gender on consumer buying behavior

Abstract

This study examines the gender effect on consumer buying behavior. The objective is to study gender is a essential factor influencing consumer buying behavior. The empirical analysis of this study relies upon data from 60 Wenzhou-Kean University students questionnaire response. The empirical results reveal that female and male consumers have immediate needs for daily products. And they have different search frequencies about products. Men are more brand-conscious than women.