Impact of Gender on Consumer Purchasing Behavior

Sahil Bhilota

Diplomová práce

Abstract:

This research is solely based on client behaviour and the impact of gender on Apple Inc. Customer behaviour is a profoundly held commitment to re-buy or re-patronize supported assistance or item persistently inside the future, causing redundant equivalent brand or equivalent symbol set buying, regardless of situational impacts and promoting and advertising endeavours. Apple's customer purchase behaviour and steadfastness were growing consistently as the years progressed, mirroring how purchasers see the logo from their strong relationship management. Quite possibly, the most successive reason customers don't accept something – explicitly an exceptionally estimated or specific item – is pressure roughly whether or no longer it'll fill in as it needs to. Other than that, Apple clients also comprehend that they can depend upon Apple-approved merchants and Apple Repair Centres if the Genius Bar is certifiably not another option that gives high-end satisfaction rather, they are men or women. It has been found that female consumers are more exploring than men and they have different consumer behaviour towards a product than men. Their profession has also indulged in distinctive gender consumer behaviour. It is also important to consider that Apple Inc. operates in various countries and most of them have gender pay gap issues. This makes females more inclined towards less expensive products than men from various parts of the world.

Keywords

customer loyalty, relationship marketing, brand trust, customer satisfaction, purchasing behaviour, WoM

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 31. 3. 2021

Obhajoba závěrečné práce

• Vedoucí: Ing. Michal Chocholoušek, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics Policy and Administration / Business Administration