Gender differences in mail-catalog patronage motives

Mary Ann Eastlick · Richard A. Feinberg

53 citations0/0 files storedJournal of Direct Marketing

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

This study investigated the rational and nonrational patronage motives of males and females for catalog shopping. Data was collected using a self-administered questionnaire from a national random sample of catalog shoppers. Using a value-expectancy model, consumers indicated both the importance of their rational and nonrational motives and the expectation that these motives would be satisfied through patronage of a mail catalog. Based on differences in their motives, results indicated that each gender may constitute a different market segment of catalog shoppers. Salient motives of males for catalog patronage consisted primarily of merchandise and service motives. Females, on the other hand, indicated that their salient motives were convenience oriented.

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References

1975The psychology of sex differences 1983Advances in Consumer Research 1974The Psychology of Sex Differences 1972Why Do People Shop?1985A motivation-based shopper typology.1986Exploring the Development of Store Images 1972Marketing Notes and Communications: Why Do People Shop?1982Working Wives and Convenience Consumption

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