Gender Aspects of Consumer Behavior: Mobile Phone Purchase Decision Making Made by Women

Student: Tukmakova Marina

Supervisor: Natalia Kim

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Bachelor

Year of Graduation: 2014

Volume of final qualifying work is 65 pages that contain 14 figures and 13 tables. When writing the work was used by 44 literary source.<o:p></o:p>Keywords: gender, gender aspects of consumer behavior, marketing, gender studies. <o:p></o:p>Analysis of studies on the topics of gender and the influence of gender on consumer behavior, showed that this topic is very important, since the process involves complex structural relationship between the consumer and the producer. Gender identity consumer has a direct impact on its consumer behavior.<o:p></o:p>This study aimed at identifying the gender aspects of consumer behavior of women, upon purchase of the mobile phone by them, was based on data collected during the survey, as well as the results of the methodology S.Bem "masculinity-femininity."<o:p></o:p>Objective of this research is identification of gender aspects of female consumer behavior at acceptance by women of the decision on purchase of the mobile phone.<o:p></o:p>The object of this research is the process of making women a purchasing decision. <o:p></o:p>The subject of this study are female gender aspects of consumer behavior.<o:p></o:p>For achievement of a goal, the following tasks were formulated:<o:p></o:p>1. To study and analyse the data obtained as a result of the previous theoretical and empirical researches in the field of philosophy, sociology, economy, history and gender psychology.<o:p></o:p>2. To make the research program, to develop the questionnaire;<o:p></o:p>3. To carry out the analysis, processing and interpretation of the data obtained during research;<o:p></o:p>4. To offer recommendations about identification and practical application of gender aspects of female consumer behavior at making decision on purchase of the mobile phone.<o:p></o:p>Graduate work consists of an introduction, two chapters and a conclusion. <o:p></o:p>Introduction devoted to the description of goals, objectives, methodology of the study, the degree of a theme and relevance of the work. <o:p></o:p>The first chapter is devoted to the analysis of earlier studies on the topics of gender and consumer behavior in general.<o:p></o:p>The second chapter is a practical and contains a description of the results of the study, as well as conclusions on its results. The main results of the study are: identification of women at the level of commitment to the brand in accordance with their gender identity; determine the degree of the influence of fashion on the frequency of shopping; determine the degree of influence of the aesthetic parameters of mobile phone consumer preferences female.<o:p></o:p><span lang="EN-US" style="font-size:14.0pt;line-height:115%;font-family:"Times New Roman";mso-fareast-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA">Conclusion contains the main conclusions of the study.

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