Gender of the consumer and the role of organizations in purchasing decisions

Abstract

Purpose: The aim of the article is to present the role of the organization and its impact on the process of making consumer purchasing decisions on the example of Poland and to explain how gender differentiates behavior. Design/methodology/approach: In order to achieve the goal set in this article, first a literature review was used, then the diagnostic survey method was used. As a research tool, a questionnaire was used, which concerned the purchasing process and consumer behavior towards marketing activities undertaken by the organization. 199 consumers took part in the study. Findings: The conducted research shows that Polish consumers are aware that companies influence them during the shopping process. Organizations use a variety of marketing activities to influence the consumer in the purchase decision process, both in-store and online. The answers obtained varied depending on gender (these differences are not statistically significant). The results indicate that despite the awareness of consumers related to the influence of the organization on them in the purchasing process, they are often affected by this influence. Practical implications: Modern marketing departments should pay attention to the gender of the consumer, as it is one of the determinants in the purchase process. Therefore, it is necessary to adapt appropriate marketing communication tools that will highlight the needs of a specific target group. On the other hand, awareness of the factors affecting the customer's purchasing process will allow the organization to achieve greater sales effectiveness. Originality/value: This article extends the current research by explaining the differences between genders and the marketing activities undertaken by the organization in the process of making purchasing decisions by the consumer. Keywords: consumer gender, consumer behavior, purchasing decisions, marketing activities, Poland. Category of the paper: Research paper.