Consumer Behavior

FINAL
PRESENTATION

Group Members

Huzaifa Masood
Danish Abid
Zain Shah
Muhammad Khawar
Iftikhar Butt

Our topic
Gender Role/ Gender Perception

What is Gender Role/Gender Perception?

Introduction

The term 'gender role' was first used by John

Money in 1955
Set of societal norms dictating what types of
behaviors are generally considered acceptable,
appropriate or desirable
Centered around opposing conceptions of
femininity and masculinity
May vary substantially among cultures, while other
characteristics may be common throughout a
range of cultures

Continued

Various groups have led efforts to change

aspects of prevailing gender roles that they
believe are oppressive or inaccurate
21st century has seen a shift in gender
roles due to multiple factors
New family structures, education, media,
and several others

Continued

Bureau of Labor Statistics indicated that

about 1/3 of wives earn more than their
husbands
Importance of education emphasized, and
the access of college degrees, women
have begun furthering their education
Family structures are changing, and the
number of single-mother or single-father
households is increasing

Continued

According to the Pew Research Center, the

number of stay-at-home fathers in the US
nearly doubled in the period from 1989 to
2012, from 1.1 million to 2.0 million
This trend is being replicated in other
countries like UK, Canada and Sweden
Another research conducted by Pew
suggests that within the U.S. theres a bias
toward favoring a mother as a care-taker
verses a father

According to Donnalyn Pompper

"men no longer own breadwinning identities and,
like women, their bodies are objectified in mass
media images."
Sexual Identity is an important part of a
consumers behavior and shopper self-recognition
Gender contrasts are apparent is numerous
utilization circumstances
For Example Ladies eat more organic product;
men will probably eat meat, as one sustenance
essayist put it like this.

Resource Introduction

The company we took for research is

Bonanza Garments, a local ready made
clothing brand
But why Bonanza?

Introduction to
Bonanza

Established in 1976, Bonanza Garments started its

operation with only a handful of machines and
individuals
Bonanza Garments is the most successful, widely
recognized and often imitated clothing products in
the history of Pakistan apparel industry
Bonanza has a strong database of satisfied
consumers
Consumers provide Bonanza their feed back from
time to time
Good or bad; it helps an organization to get even
closer to the end users

Continued

Primarily, Bonanza was more known in

the mens apparel industry throughout
Pakistan
But lately Bonanza decided to enter the
already flooded woman fabric and prt
collection sector with a sub-brand
named Satrangi

SWOT ANALYSIS (CREATIVE

JUNCTION)
Strength

SWOT ANALYSIS - BONANZA

Strengths:
Bonanza

has large customer equity.

It has a strong supply chain which ensures obtaining the
right resources from suppliers and delivering the right
products.
New stock arrives every 2 weeks at the store which
makes a lot of variety available for the clients at all times.
An innovative culture that helps Bonanza to produce
unique products and services that meet their
requirements.
A strong brand name is a major strength of this brand.
This gives them the ability to charge higher rates than
others.

Weakness:
Bonanza offers higher prices as
compared to others. This can be a weak
point for the brand.
Their cost system is not efficient due to
which they charge high prices. They
need to improve their cost systems.

Opportunity:
The online market offers Bonanza the ability to
greatly expand their business
New technology helps them to better meet their
customers needs with new and improved
products.
New products can help Bonanza to expand their
business and increase diversity in their customer
base.
New markets allow them to expand their business
and diversify their portfolio of products.

Threat:
Bonanza faces intense competition from
brands like Ideas, Kayseria, Junaid
Jamshed, Khaadi etc. In this cut-throat
competition, Bonanza strives every day
to keep a high brand equity.
Bonanza faces threats from copying
brands who copy ideas from their prints,
designs and services.

Article
Summary

Purchase Decision-Making in the

Couple. Conflict-Solving Tactics
This article concentrates on:
Which life partner has the best impact on
household purchases
Data was acquired through 300 polls conducted
from couples
It also mentions that both, men and women use
diverse strategies with a specific end goal to
influence one another to purchase specific items

Gender Identity: Does It Matter for

Consumers Perceptions?

This study concentrated on

How sexual orientation character shows
in itself in the purchasers' item utilization
and brand relationship
The exact discoveries bolster the
suggestion that gender, mental sexual
orientation, and gender roles demeanors
do have one of a kind associations with
item inclusion and brand faithfulness

Impact of gender on consumer

purchase behavior

In this paper:
An endeavor is made to ponder these
distinctions at different levels of
procurement choice
Men and ladies because of their
distinctive childhood and socialization
alongside different other social, natural
and mental elements portray diverse sorts
of conduct at different circumstances

Sex roles and consumer perceptions

of promotions, products, and self

This article spins around numerous parts of

showcasing and advancements
Commercial assumes an awesome part in
deciding the buyer conduct of both females and
guys
Advertisements may depict either dynamic or
conventional parts of men and ladies
This portrayal of parts may modify the purchasing
choices of customers relying on the way they have
seen the promotion
The physical appearance of the model exhibited in
the promotion likewise matters a considerable
measure

Consumer Behavior and its

Potential Explanations
In this article
focus is applied in the understanding of consumer
behavior diversity is important both to businesses
and to inquiries into peoples decision-making
Relationship statuses also have a great impact on
the buying behavior and consumption patterns
Females who are in a relationship tend to spend
more. They also spend more in leisure time and
travelling time.
Males do not tend to spend more on leisure and
travelling
It needs to be kept in mind whether the consumer
is a financial provider or a care provider

Questionnaire and Graphical

Results

We conducted a survey using a

structured questionnaire with close
ended questions
20 people were chosen as samples
out of which 10 were males and 10
were females
Ages of the 90% of the samples varied
between 18-23 years

How often the consumers were

inspired in their fashion choices
by a celebrity look?

70% of men they were inspired

While this percentage elevated to 90%
in case of women
Men

Women

No; 10%

No; 30%

Yes; 70%

Yes

No

Yes; 90%
Yes

No

Examines the free time activities of

the two genders. Did they mirror
each other or were there marked
differences?

One third of the ladies spent their spare time shopping while
one third of the men being involved in some sporting activity
It is also interesting that none of the ladies listed, used their
computer as a free time activity but 40% of them, answered
later, that they kept in touch with the celebrity world online
and 60% of them got their fashion tips online.
Fashion Tips Online

Celebrity Influence

No; 40%

Yes; 40%

Yes; 60%

Yes

No

No; 60%

Yes

No

Continued

In hindsight there were a few more

questions which would have improved the
data information.
The data from the questionnaires confirmed
that there was a difference in consumer
behavior relating to fashion, between the
genders
The differences were quite specific female
consumers were very inspired by a
celebrity look whereas men were not

One more question that we orally asked

from the samples was if they were
inspired by male or female celebrities
To our surprise the opposite gender
celebrities appearing in opposite
gendered product adds inspired
consumers to buy that specific product