Towards Gender-Based Market Segmentation: The Differential Influence of Gender on Dining Experiences in the University Cafeteria Industry

Abstract

The study sought to determine gender differences in dining experiences in the university cafeteria industry in Zimbabwe, with the ultimate goal of providing the basis for gender-based market segmentation. The dimensions of the dining experiences investigated were the atmospherics experience, the food experience, and the service experience; these were also informed by the literature. Data was collected in a systematic survey using a structured questionnaire. The study targeted university students and a sample of 150 was analysed. Data was analysed using the one-way MANOVA. The results indicated that there were no statistically significant gender differences along all dimensions of dining experiences. The conclusions made are that males and females do not respond differently to marketing stimuli in the cafeteria industry, and therefore there is no viable market segmentation on the basis of gender. It was recommended that if any need for market segmentation of the cafeteria market exists, it must be done on other segmentation basis such as geographic, psychographic, behavioural, or other demographic factors such as age and religion.