Main Article Content
Abstract
Consumer market for apparel has become more diverse by increasing number of designer and store brands, personalisation in advertisement, media habits in the global market today. A clear consideration of preferences of consumers will be certainly help the marketer to catch the attention of and uphold their target consumer group.
Elayne Boosler said, ‘When women are depressed, they either eat or go shopping. Men invade another country.’ further it is said that “Men are from Mars and women are from Venus.” These two quotes are rightly described men and women. They have a different way of processing information, dealing with problems, and spending free time. Men and women due to their different upbringing and socialization along with various other social, biological and psychological factors depict different types of behaviour at various situations.
This paper examines relevant literature to understand the impact of gender on buying behaviour. The paper is a divided in two parts: The consumer behaviour and consumer decision making process through EKB Model and impact of gender on consumer buying behaviour. Gender impact on apparels also described in brief with consideration of various factors like demo geographical profile, time perspective, brand awareness and preferences.