Gender-based differences in consumer decision-making styles: implications for marketers

Gender-based segmentation is frequently used by marketers to cater to different needs and preferences of men and women. However, the literature in consumer behaviour has not explored enough the role of gender in decision-making. Specifically, there are hardly any studies that investigate the decision-making styles of Indian male and female consumers. Based on gender and sociocultural theories, this study develops and tests hypotheses on gender-based differences in decision-making styles, including hedonism, novelty consciousness, price value consciousness and brand loyalty orientation. Analysis of data obtained from 355 male and 203 female students through self-administered questionnaire indicates that women score higher than men on hedonism, novelty orientation and price value consciousness. No significant difference was found on the dimension of brand loyalty. The study contributes to the consumer behaviour research by highlighting the differences in decision-making styles of Indian millennial men and women. The results can help marketers to employ gender-based segmentation and target more effectively. The study provides insights that firms can use in framing product, pricing and communication strategies catering to the requirements of a specific gender.