Gender Issues in Buyer‐Seller Relationships: Does Gender Matter in Purchasing?

Abstract

SUMMARY While differences between male and female salespeople are well documented in the literature, evidence is less clear whether these differences matter to the buyer or whether buyers of different gender make decisions differently. The article reports results of a survey of male and female purchasers on the behaviors, trust, credibility and customer orientation of a salesperson. Almost no differences were found on any of the variables for male or female buyers. This calls into question past research that has found differences, and this paper argues that previous findings, while statistically significant, are probably not managerially significant.

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