Role of Gender in Consumer Buying Behavior: Kisumu Town, Kenya

This research project investigates the influence of gender on consumer buying behavior in Kisumu Town, Kenya. It explores how gender impacts various aspects of purchasing decisions, including the timing, volume, and frequency of purchases, as well as the choice of purchase location and price sensitivity. The study also examines the effectiveness of promotional tools across genders. The research utilizes an ex-post facto strategy, employing questionnaires and document analysis to gather data from a sample of 349 consumers. The objectives include determining the impact of gender on consumer behavior, assessing price sensitivity, and evaluating the effectiveness of promotional strategies. The project highlights the importance of understanding consumer behavior for businesses to tailor their marketing efforts effectively and meet the needs of their target audience. The findings of this research provides insights into the role of gender in shaping consumer choices and preferences, ultimately aiding businesses in developing targeted marketing strategies and improving their understanding of the Kisumu consumer market.

ROLE OF GENDER IN INFLUENCE OF CONSUMER BUYING BEHAVIOR OF
CUSTOMERS IN KENYA. A SURVEY OF KISUMU TOWN
Background of the research
This research is dedicated to probe and explore the power of gender on consumer purchasing
behavior. According to (Anderson et al.), end-user behavior research is the systematic revision
of practices that customers exercise to pick safe marshal of goods and facilities which fulfill their
wants.
Understanding Consumer behavior openly disturbs marketing tactics. In this view, consumer
buying behavior which is related to the nature of gender of the buyer. Its based on the principle;
we put away foodstuff, attire, accommodation, learning, amenities, ideas, etc. The critical feature
in fruitful presentation and promotion strategies is an accurate comprehending of consumer
behavior.
A Shopper’s behavior is a contentious and exciting subject that covers individuals and whatever
they purchase, the reason for buying and how they purchase, promotion and marketing blends
and marketplace. Numerous elements affect Consumer behavior which is not simple at all, but it
is imperative to comprehend it. Many salespeople, using their ordinary skill rose from the direct
sale to buyers; find the essential data and acknowledgment to them. Nevertheless, as
corporations and markets breed progressively, lots of marketing choice fabricators have lost their

interaction with the purchaser and have turned to investigation and education on the consumer.
The allotted funds for gaining an improved acknowledgment of Consumer behavior are growing.
Indeed, who are the consumers and in what, when, Where, and why they purchase (Peterson
2007). Conversely, in several cultures, ladies are amid those individuals who have the maximum
consumption. In a statement, they are the largest consumer in domestic needs. Nowadays we
witness the manifestation of women in numerous intake markets. The chief cause is the change
in economic position, in communal roles and ladies' lifestyle. Hence, assumed the greatest
volume and the possible capability of consumption markets amidst ladies, promotion executives
must assess their promotion policy permitted to making their goods and amenities right for ladies
(Anon 2004). Other inducements are the simple forces and events in purchaser setting. These
forces are primarily cost-effective, scientific, governmental and social. Entirely the Spurs go in
the purchaser's black box, where, once going through some phases, they transfer into noticeable
replies of the purchaser. These obvious answers are the very best choice, product choice, vender
select, and the time and amount allocated to shopping (Peterson 2007). Sex plays a key part in
Consumer behavior, as males and females have altered anticipations, stresses, desires and life
classes and these alterations touch their spending actions. Sex has diverse facets and is not just
mutable in market segments. There are many variances in attitudinal and behavioral
characteristics of ladies and menfolk, and they lead to altered manners in purchasing goods and
services. This research aids manufacturer, shoppers, and vendors to attain a greater profit by
providing decisions seeing purchaser's spending behavior.
Identifying the consumer behavior is basic to industrialized growth in weak and developing
nations. In anticipation of the consumer behavior is not renowned, it is awkward to establish a
rational and systemic relationship between manufacturing and purchaser, and those organizations

and firms are fruitful that alter their aims, approaches, and structure founded on ever-increasing
acknowledgment of their customers and consumers (Clow and Baack 2010)
Gender is a significant aspect of consumer buying behavior. Ladies' shopping is unlike from
gentlemen's. This alteration is caused by an altered outlook Consumer behavior is to examine
person's behavior in buying to fabricate goods constructed on consumers' tastes. Likewise, there
is a significant connection between gender and consumer behavior regarding advertising and
place, but there is no weighty association between sex and consumer behavior regarding product
and value
Products promotion is believed to relate closely with purchasing of a certain product. However,
promotion needs may be different for specific products or certain target market. It is essential for
businesses to assess the medium and the target market in order to fit within available marketing
budgets. Whatever channels used to reach the customer, it is prudent for the promoting business
to get feedback and evaluate the value realized against the sales. Engaging the customer who
made a purchase is the simplest yet effective way of assessing the impact promotion had on thee
customer.
While targeting a certain gender, it is important to take into consideration the gender
stereotype articulated by the media. More often than not, the media institutes unrealistic images
and messages into our conscience that are stereotypical and limits perceptions among the
consumers. Men are mostly presented as the cultural standard while underrepresenting women
hence propagating patriarchic hegemonic ideology.

This research project is an academic and tests in what way gender stimuli the buying behavior of
consumers. A literature review was done, which was a philosophy deduction of previous studies
about Consumer behavior and gender influence on it. The research process in this research was
secondary data analysis technique. There was an analysis of the relationship between gender and
the Consumer Behavior.
Objectives
General aims of the research are to discover the role of gender on consumer buying behavior.
Specific objectives of the research
i. To assess in what way sex impacts time of purchase of a product.
ii. To evaluate the influence of gender on volume of purchases.
iii. To determine the influence of gender on the frequency of purchase.
iv. To determine the influence of gender on the choice of place of purchase.
v. To determine gender and price sensitivity.
vi. To determine gender and effectiveness of the promotional tool.
Research Questions
i. How does gender influence time of purchase of a product?
ii. What is the influence of gender on volume of purchases?
iii. What is the influence of gender on the frequency of purchase?
iv. What is the influence of gender on the choice of place of purchase?

v. How does gender influence price sensitivity?
vi. How does gender influence effectiveness of the promotional tools?
Justification
Certain developments like technology in the modern world has drove a continuous change in
consumer behavior attitudes and habits that ultimately affects how businesses operate. There
seem to be disruption in the area of marketing, while organizations try to reach out to their
existing and potential customers.
Consumer behavior is a debated and puzzling subject that covers people and whatever they buy,
why and in what way they buy; marketing and its mixtures and market thus it is a key element to
any marketer (Filip 2007). A compelling research on gender and its influence on consumer
buying behavior can benefit the organization and consumers in several ways as depicted below:
To the organization, it provides a basis for understanding the consumer and creating a marketing
structure and plan and executing it in a precise and orderly manner by overcoming any barriers
that may be within the organization in the implementation of these strategies. The consumer
ultimately gains by having his needs satisfied and having a wide range of diversified products to
choose from concerning what they want (Clow and Baack 2010).
Scope
This research project focused on the effect of gender on consumer buying behavior in Kisumu
Town, Kenya. The research will target consumers from Kisumu Town and was carried out from
in October 2017. This study offers a prospect to discover in the field of marketing and a

countless deal of coverage to interact with consumers and some of the top managers affiliated
with marketing and sales representatives in the convenient stores. (Paul et al. 2016)
RESEARCH METHODOLOGY
Introduction
This part presents a thorough account of the Research project which will be approved for the
research conferring on to study intentions. Similarly shows a description of the targeted
populace, control group technique along with the approaches to be hired in gathering data as of
the respondents. In this part, elucidation rational plus dependability of the research instrument
will be seen, the functioning of the variables and more identify a way of data analysis procedures
that were applied and moral deliberations.
Research Design
To comprehend the effect of sex on consumer buying behavior in Kisumu City, the investigator
opted for ex-post facto strategy. The strategy was suitable as it permits the use of graphic and
clarifications in the research (Maehr 2010). This allowed the use of possible experiences of
proceedings that previously happened and could not be written. Furthermore, it would be
probable to discover and define sensations. To find out the responses from the different gender in
their purchasing power the strategy assisted the researcher to collect and analyze data (Faes et al.
2010)

This research project guides the investigator to toil towards collecting main data by use of
questionnaires from the participants. The project fixated many administrations; involve
document analysis that facilitates data concerning the different gender participants in Kisumu
town. The scholar likewise used reflection technique to aid and authenticate the oral evidence by
stating the non-verbal countenance of the defendants.
Target Population
Populace states a collection of persons, substances that part single or extra features where
information is collected then scrutinized (Wiman 2009). Subsequently, the emphasis of this
research was to sightsee the effect of gender on consumer buying in Kisumu Town, 3857
individuals from Kisumu Town constituted the inhabitants of the study. (Mugenda 2003)
Supports definition of the target population as all entities, items or otherwise things which the
scholar may sensibly oversimplify. They are randomly chosen individuals in Kisumu whose
information was sourced from Kisumu with 3857 members.
YEAR Average number of people
1990 181.3
1991 94.55
1992 84.70
1993 54.97
1994 37.48
1995 356.07

1996 189.31
1997 75.10
1998 19.52
1999 390.60
2000 37.03
2001 749.31
2002 16.11
2003 88.56
2004 259.52
2005 79.71
2006 169.70
2007 137.83
2008 185.96
2009 317.76
2010 50.45
2011 281.41

Total 3857.48
Table 1
Sample Dimensions and Test group Techniques
Our sample size will include 349 individuals
The below formula as by (Morgan, 1970)has an accuracy of 95% and 5%edge to fault.
S=x2 NP (1-P)/d2 (N-1) +X2P (1-P)
Wheres = sample size
X² = table value of chi-square for one degree of freedom at the desired confidence level
(0.05) which is equal to 3.841(or 1.962)
N = populace magnitude
P = population, expected to be 0.50 as this would offer concentrated sample size.
Applying the formula, a population N of 3857
S = 3.841 * 3857 * 0.50 (1-0.5) / 0.052(3857-1) + (3.841 * 0.5(1-0.5)
= 3.841 * 3857 * 0.5 * 0.5 / [(0.0025 * 3856) + (3.841 * 0.5 * 0.5)]
= 3703.684/ [9.64+0.9603]
=3703.684/10.60
= 349.404 Approximately 349

In whole, 349 respondents completed the forms as revealed in Table 3.1 which was
obtained from Kisumu Town last information 2011. The revision used stratified sampling as
two different genders will be considered. Balanced specimen was used since individually gender
was assigned a sample liable on its quantity to the entire number of associates.
Comparable sampling permitted the scholar to attain better demonstrativeness in the trial of the
people therefore, decreasing selection fault/biasness.
Research Instruments
To ease quality regulations and to safeguard standard heights of cogency and dependability of
the research, chance assortment of the members/random selection method be there completed
from taster populace whereas at the equal time regulatory the inessential variables (Solomon et
al. 2010). The scholar used questionnaires to gather information. The forms acquired knowledge
of 349 participants. Surveys were selected as significant populace deliberated, its ease of
management in a big population taster.
Pilot Testing
The research instrument was overseen in survey root among few designated persons of Kisumu
to aid in pre-testing information gathering apparatuses. To certify well alteration in the study
tools earlier the real research executed mainly by requests which make participants feel tight.
The test allows the researcher to determine whether message gets to be delivered and understand
timelines, practice and enhance evaluation on the clarity of the questions.

Cogency of the Instruments
Demarcated cogency is exactness; significance by implications founded by information gotten.
The research, apparatuses are primary debated among the scholar and overseer who delivered
skill and guaranteed instruments sedate whatever planned to size as suggested by (Mugenda
2003)
Reliability of the Instruments
Dependability degree to which assessing means is steady in gauging so forth its procedures. It is
ann extent of the mark to which a research tool produces stable fallouts or information once
correct recurrent trials of Consumer Behavior(Du Plessis, 1991). A South African Perspective.
Pretoria: Sigma, The researcher, used similar methods or equivalent forms technique.
Querying the reliability of the instrument is esential since helps to evaluate the consistency of
measures and the reliability of instrument scores. It shows the extent to which the tests of the
results are warranted depending on the particular use of the test its intended to serve. By so
doing, it enables the user of the information in determining to what extent to which to place
reliance on the results attained through the instruments.

Ethical considerations
Ethics are the parameters used to determine what is right and wrong. In the research, it helps in
preventing fabrication of data hence promoting the pursuit of truth and knowledge in the process.
It is imperative for the researcher not to put the respondents in a harm’s way due to their
participation. it also aims at protecting the privacy of respondents. The scholar gave pledge
defendants that data required was for the tenacity of s only study will be preserved by greatest
privacy. The contributors were informed of their voluntary contribution and all their privileges
even as to the consequences of the project (Bruhn, et al., 2012).
DATA ANALYSIS MANAGEMENT AND INTERPRETATION
Overview
The part comprises information analysis, exhibition then clarification in study results. Data
analytics is important in a research proposal due to the ability to inspect, cleanse, transform and
model the data in order to discover useful information, suggestions and conclusions on the
subject matter. The study envisioned to measure the power of gender on consumer buying
behavior in Kisumu Town. The chapter confers the outcomes of the research under the

subsequent titles; (1)questionnaire return rate. (2) Description of the research subjects. (3) how
gender influences time of purchase of a product, (4)evaluation of the volume of investment of
product about gender, (5)frequency of purchase of outcome between men and women and place
of purchase of the product.
Questionnaire return rate
Forms reappearance degree was 100%, as 349 forms were obtained. It was promising as the
arrangements were directed by skilled study subordinates hired. A total of ten tents were pitched
up, ten in the town, and individuals were asked to come in and fill in the questionnaires for a
minimum of five minutes. The questionnaires were collected instantly as it was impossible to
find the respondents in their homes. This guaranteed, sample size endured as planned hence
safeguarding demonstrativeness of the aim inhabitants.
Demographic features of the respondents
The research wanted to clarify the implication of demographic features of the respondents and
the influence they had on bearing the analysis. These include marital status, age bracket, gender
and job status. These characteristics delivered data that was legal, dependable and applicable to
the research. It is imperative to understand the respondents in the questionnaire since in order to
ascertain whether you are meeting the intended target audience. And actually whether you are
gathering the intended information. It also enables the researcher to make decisions on the
subgroups in which to cluster the information collected. The fallouts exposed that bulk of the
active employees were amid 31 and 40 years. This consequently implied that they were fit in
giving viable responses in the research.

Distribution of the respondents by Age
Oldness of
respondent
Occurrence Fraction
21-30
31-40
41-50
51-60
61-70
TOTAL
71
119
68
56
35
349
20.34
34.10
19.50
16.04
10.02
100
Table 1: Age bracket of respondents
This is an age group of settled individuals who are stern in their livings and most at this age tend
to be married, thus giving relevant information as the research is based on households with both
genders present.
Spreading of the participants by Gender
Below Figure displays total participants 349, out of which 157 were males, and 192 were
females. Therefore the male comprises 45% and the female 55% of the total value. This chart
depicts that the gender of the majority of the respondents (55%) was female.

Figure 1: Gender of respondents
Distribution of the respondents by marital
prominence
The responses are shown in table below
Marital Status Frequency Percentage (%)
Married 167 48
Single 115 33
Divorced 18 5
Widowed 49 14
TOTAL 349 100
Table 2: Marital status of respondents
The findings indicated that133 respondents (48%) were married, 92 respondents (33%) were
singles, and 13 defendants (5%) were moreover divorced or detached whereas 40 respondents
(14%) are widowed.
Male Female
0
10
20
30
40
50
60
Gender

Distribution of the respondents by job status
18%
25%52%
5% temporary
employed
part-time
employed
full time
employed
not employed
Figure 2
Job status of respondents
Gender influence on volume of purchase
Another critical impartial of this research project was to discovery out the impact gender has on
the amount of purchase of a product. The graph below shows a summary of the data collected:
Male Female
0
10
20
30
40
50
60
70
80
90
100
Bulk quantity
Small quantity
Figure 3: Volume of purchase
The chart above shows that 15% of male prefer to purchase goods in small quantities while 75%
prefer to buy in bulk. On the other hand, 58% of female like to purchase products in small
quantities as opposed to the 42% who prefer to purchase in bulk. The survey thus shows that a

more significant percentage of men prefer to buy in bulk as opposed to women who prefer to buy
in small quantities.
Gender influence on frequency of purchase
Male Female
0
20
40
60
80
100
120
Twice/month
Once/month
Once/week
Figure 4: Volume of purchase
The chart above shows that 2% of the male shop once a week, 53% shop once a month and 45%
shop twice a month. On the other hand, 38% of the female shops once a week, 28% shop once a
month while 34% shop twice a month. This displays that most females are frequent buyers,
which relates them purchasing smaller quantities of products as compared to males who shop
less frequently, with a higher percentage going to shopping once a month since they prefer to
buy in bulk.
Gender influence on place of purchase

Male Female
0
20
40
60
80
100
120
Random Place
Specific place
Figure 5: Place of purchase of product
The chart above shows what influence gender has on the place of purchase of a product. 53% of
the male respondents said they have a specific area of purchase of product while 47% randomly
chose locations to buy their products. 51% of the female respondents announced that they have
specific places to shop while 49% randomly select shops to buy from. This shows that from the
above findings both male and female are more inclined towards having specific places of
purchase as well as random places.
From the above findings, it was realized that gender does play a role in consumer buying
regarding the time of purchase, place of purchase, the frequency of purchase and location of
purchase of the products.

SUMMARY, CONCLUSION, AND RECOMMENDATIONS
Summary of findings
Research determined to scrutinize the connection amongst gender with consumer buying
behavior. Somewhat probing all marketing policies and practices, this research focused only on
gender about time of purchase, place of purchase, the frequency of purchase and volume of
purchase.
Comprehending buyers’ acquisition decision-making procedure permits vendors to advance
information around their clients. When sellers recognize the practice of their customers, they
distinguish in what way their consumers hunt for info earlier purchasing, principles that inspire a
purchase, and whatever issues impact acquisition choice making.
Also, it can be understood that marketing mix elements do go hand in hand with gender-based
decision making in consumer buying. They will affect how a consumer perceives a product and
the consumer’s ability to purchase the product.
Conclusions
This research aimed at understanding what gender is in its wholeness and what influence it has
on customer’s purchase decisions. The foremost objective is to find out if time has any effect
towards gender in consumer buying. The following goal was to evaluate gender influence on the
place of purchase of a product. The next objective is to assess the volume of purchase while the
last objective is to evaluate gender influence on the frequency of purchase of a product.

This research project presents actual writings covering consumer behavior, gender, gender
purchase decisions, the measurement facsimilia of consumer buying, the practical lessons
probing connection amid a sex and consumer buying. On or after a literature review, the five
everyday phases of consumer behavior which are discussed. First, there is problem recognition.
This is the first stage that any consumer goes through. Here they realize that there is a need for a
particular product. Second, data hunt where customers are incisive on facts so that they solve the
known unruly. The third stage is an assessment of substitutes. In this phase, clients have to assess
their available substitutes that they have acknowledged from the prior period, data search. Forth
is goods choice. Customers choose single kind amid next evaluate their trademark picks after the
earlier period. Selecting product best is rapid and straightforward or a different time. The above
stages are all part and parcel to the consumer making a final purchase decision. This will result in
having a specific place of purchase of a product, time of purchase of merchandise. Time of
purchase is highly dependent on the need of the product. Is the product urgent or not urgent?
Also, the frequency of buying of the product is also key to consumer buying. The volume of
products bought is also crucial in consumer buying, and it as well varies depending on the gender
of the buyer.
To conclude, combining the works assessment, recent study and study outcomes, there is a
significantly associated connection amongst gender also consumer buying behavior. Bosses and
staffs must be alert of consumer tastes and preferences do change over time, and they must find
ways to satisfy these needs, regardless of the changes that occur and how frequently they occur.
It is also good to understand that gender does have a significant impact in influencing the
decisions that consumer’s make when purchasing a product regarding time, place, frequency and

volume of products purchased. Different marketing approaches should be considered too
different genders to ensure that in the long run, all customers are fully satisfied.
Recommendations
This research may perhaps develop numerous endorsements for advance study pertaining
connection concerning gender and consumer buying behavior. It is to renowned more key
information gathering technique to amass rare statistics is wanted. So, scholars may shape
queries, fillings and kinds rendering to study purposes. Consequently, the responses and replies
as of interviewees would be enhanced reproducing the veracity of connection.
In the forthcoming, a research of the relationship amongst gender and consumer buying behavior
might use longitudinal investigation. Moreover, the longitudinal examination will aid to
determine conceivable opposite action in the connection. Consequently, scholar s could
comprehend the nature of relationship amid gender with consumer buying behavior.
Suggestion for Further Research
Therefore, this research enhances towards extra-empirical proof which funds view around the
influence of gender on consumer buying. Nevertheless, concerning the numerous drawback of
this study, there is a requisite for additional research in the area of sexuality about consumer
buying behavior. The research was done within parameters of the scope. Many other parameters
and factors that may affect consumer behaviors has been assumed to be static or ideal. This
factors may include age of the customer, purchasing power, educational background, religious
and ethnic beliefs among other diverse characteristics. All these aspects maybe queried on how
they affect the consumer behavior besides gender and promotion of the consumer goods.

Besides, future revisions could include an emphasis on across federal border investigation. This
research is limited to a town in Kenya, and the fallouts might not appropriate to be examined in
other cities or republics. The findings of the report should not be taken o be a representative of
all other regions and cities I Kenya and beyond, since certain factors may be unique to certain
society or region hence there is room for further and similar research on other areas.

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