The Role of Gender Differences in Impulse Buying BehavioroOf Consumers at Selected Supermarkets in Addis Ababa

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Addis Ababa University


Impulse buying is defined as a sudden, often powerful and persistent urge to buy something immediately. It is a phenomena which has been studied since 1950 which accounts for a substantial volume of goods sold every year across a broad range of product categories. Examination of the affective and cognitive psychological processes and components, which emerge during consumer decision-making, is a prerequisite for the comprehension of the essentials involved in impulsive consumer behavior. The purpose of this study is to compare men and women for differences in individual affective and cognitive processes as well as in the overall affective and cognitive process associated with impulse buying behavior. In addition this study intend to identify gender difference in terms of impulse purchase from a variety of product categories. The research has significance for retailers, marketers, advertisers and individual consumers. Descriptive research design and quantitative research approach is employed using questionnaire as the data collection tool. A sample of 250 respondents taken in a multi stage cluster sampling techniques. Mean score, independent t-test and analysis of variance (ANOVA) are used to test the hypotheses. The result of the study indicate that there is a significant difference between men and women in terms of individual components of affective and cognitive components and also in terms of the overall affective and cognitive processes with women being more influenced than men. Significant differences between men and women in terms of impulse purchase made from the variety of product categories are also observed. Women made more frequent purchases on impulse than men from the product categories including: groceries, cosmetics, house hold products and kids’ related products. While men made more frequent purchases on impulse from electronic product category. Confectionary and apparel products did not indicate significant gender difference in impulse buying behavior of respondents



Cognitive Processes, Affective Process, Gender