Main Article Content
Abstract
Consumer behaviour is the study of when, why, how, and where Individual consumers do or do not buy a product. Male and Female consumers have different thinking and different buying preference while making a purchase decision due to their different upbringing and socialisations along with various factors such as social, biological and psychological. Both genders differ in their behaviour at every stages of buying starting from problem recognition through the evaluation of various alternatives to the post purchase behaviour. They are influenced by different stimuli and different parameters of evaluation. This article presents an attempt to understand these differences at various levels of purchase decision.