The Identification of Gender Identity on Consumer Perception and Buying Decisions to Develop Brand Equity
Abstract
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The purpose of this research study is to highlight the current phenomenon of the interpolation of feminine and masculine characteristics that affect consumers’ psychographs, as manifested in their shopping preferences and buying decisions. This research contains a mixed-method research design. The philosophy of post-positivism is implied. A survey method for data collection and interviews with the same participants have been taken to confirm their level of self-congruency with brand offerings. A convenience sampling technique is used. The sample size consists of 388 customers from various brands. For this research, SMART PLS is considered an analysis tool. This research study covers the geographical area of “Karachi” the mega city of Pakistan. This research study identifies the most prevailing issue in society. This research would help full for brand managers to better understand their customers based on their psychographic gender orientation and then mound their brand offerings.
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