THE CUSTOMERS’ PERCEPTION OF THE SELLERS IN THE CONTEXT OF GENDER DIFFERENCES​

Abstract

Personal selling has its own specifics and allows sellers to interact directly with the customer. The aim of the proposed paper is to find out statistically significant differences in the perception factor affecting personal selling from the customer’s perspective in the context of gender differences. A differential analysis was conducted on the sample of 243 respondents (112 male customers and 131 female customers); on the basis of the data obtained by means of an original methodology for detecting the factors influencing the customers’ perception of the sellers in personal selling. Gender differences in customer perceptions were confirmed in six items of observed factors: seller’s image, seller’s willingness and empathy, and his or her communication skills. The results of the analysis confirmed the existence of statistically significant differences between the male and the female in their perception of the sellers. Based on these results it may be concluded that, male and female differently view the seller’s image, his or her willingness and empathy towards customers, as well as its communication skills.