Women's consumer behaviour

Abstract

The thesis topic that was discussed was “Women’s Consumer Behaviour” as understanding women and their purchasing patterns it is important to learn what are the reasons behind their purchasing patterns, abilities, and power. The theoretical framework included consumer behaviour models, such as the Engel-Kollat-Blackwell model and the Maslow’s Hierarchy of Needs. Moreover, it included an overview of the history of women and gender roles. Statistics were used to make the research more up to date.

The research study also included quantitative research about women’s consumer behaviours which was anonymous and answered by a small group of people, which also made the research not fully representative of the entire population. The main conclusion was that, despite earning less than men, women prioritized purchasing for their family and partners, often due to their ingrained gender roles. Gender roles are a social construct and by redefining them, it will reflect on the growing autonomy of women, so their purchasing pattern could differ in the future.