Consumer Shopping Behavior: Gender & Shopping Environment Report

This research report investigates the shopping preferences and behaviors of men and women, focusing on how shopping environments and facilities influence their experiences and satisfaction. Conducted through an online survey of 100 consumers in Singapore, the study employs a quantitative methodology to analyze factors such as ease of access, shop variety, store layout, and staff behavior. The findings reveal that while shopping facilities are not highly correlated with each other, shopping characteristics such as store layout and cleanliness have a positive impact on customer satisfaction. The research also highlights gender-specific motivations, with women often drawn to beautification and accessories while men prioritize comfort and need-based purchases. The report acknowledges limitations such as a small sample size and suggests future research directions, including the impact of visual merchandising and promotional activities. The overall conclusion emphasizes the importance of understanding gender-specific preferences and optimizing shopping environments to enhance customer satisfaction and drive sales.

Name of the Student
Name of the University
Author note

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Executive Summary
 The reason for the research report was to find out the perspective of shopping between
male and female, their preferences for shopping, to identify how the characteristics of
shopping areas impact the customer’s shopping experience and point of satisfaction for
both the genders.
 The research had done for the purpose to understand the buying tools and environment
that motivates customers for shopping and creates satisfactory experiences.
 The methodology used for this research is online survey under quantitative data for
accuracy of calculation and secondary data has been used for place, ages and postal
codes.
 For conducting the quantitative online survey, sample size of hundred consumers in the
shopping outlets of Singapore have been collected randomly.
 Partial correlation method have been used to manipulate the data and found that shopping
facility and characteristics were the only important variables provoking customers to
shop.
 Two tables were made for the variables of shopping facilities and features, out of which it
had been extracted the shopping facility variables were not much correlated to each other,
whereas for the second table, the variables were positively correlated.
Conclusions and Recommendations
The research carried to see the results of the various factors such as the shopping
environment, facilities included in the shopping malls and outlets to offer best services to the
customers, shopping mall features and the behaviour and attitude of the staffs and salesperson
effects the buying behaviour and motivation for the customers both male and female. It also

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detects the intensity of purchasing power of both the genders and which factors motivates whom
the most. The summary of the research result presented has a brief description of the data
analysis and data manipulation. This research has been carried out by the partial correlations
method that measures correlation between two variables. The value of the correlation has a range
between -1 to +1 including 0. Contrary to this, the partial correlation calculates partial coefficient
for describing the dependent and independent variable their relations and adjustment made for
the impact of the dependent variable on the independent one. The prime variables for the distinct
cause and incitement for shopping may be the facilities provided to the customers for shopping
and shopping characteristics. In the category of facilities of shopping, few factors such as ease of
getting, variations in shop, visual attraction of interiors, appeal of infrastructure and variations in
place for the availability of foods. Whereas in the shopping characteristic features, store layout,
cleanliness of the shopping mall outlets, various range of products offering alternatives and most
importantly the attitude and behaviour of the store staffs and sales persons. All these factors
depends on the specification of the individual personality depending on two respective genders
and their way of likeliness. The table that is presented first in the results and discussion section is
variables discussing about facilities of shopping. As per the findings, the results of correlation
displays -0.194 which is the closest to 0 and therefore its negative. Moreover, the value of P is
0.06 that is bigger than the real value of P. Thus it can be said that, the factor ease of getting and
number of shops both have negative correlation and are not highly correlated. The correlation of
the visual attractive infrastructure is 0.021 which is much closer to 0 and therefore is positive.
Here the value of P is 0.842 that is higher than 0.05. Hence, it can be said that ease of getting and
attractive infrastructure are negatively correlated. The correlation value for the variety of food
availability is -0.026 which is much closer to 0 and therefore showing negative. The value of P,

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its obtained 0.803 and that is higher than 0.05. Through this result, it can be concluded easily,
that the ease of getting and the various food availability are negatively correlated and not so
highly correlated. Now it has been achieved 0.02 as the correlation value of the various shops
and attractive infrastructure. This is again closer to 0 and shows positivity as the value of P is
0.85 which is higher than 0.05. Thus it can be concluded that the various shops and
infrastructures are not highly correlated and has the correlation in positive sign. The correlation
value between the attractive infrastructure and the various places for food having value of 0.001
which is the closer to 0 and thus showing in negative. The value of P is 0.99 and that is greater
than what is the real value of P. Hence, it can be said altogether that the attractive and appealing
buildings and the various food hubs have the positive correlation. The correlation value of the
visual attractive infrastructure and the various food spots and the coefficient t correlation value
of -0.052 which is closer to 0 and thus have the negative sign with it. Further the value of P is
0.618 that is higher than the value of the real P. Thus, it can be concluded from this that the
visually attractive buildings and the various food destinations are negatively correlated and also
not highly correlated with each other. Finally, with an entire view, it is concluded that the
facilities provided for shopping for the customers are not highly correlated with each other. The
answer to the research question that men and women do have different factors that motivates
them for shopping. Women are more inclined in objects that are towards beautification and
accessorized whereas men have choices more towards the formal aspects. Women do look for
brands that are costly and lucrative to buy and do not pay much heed on the factor of
comfortability. To talk in the most general sense, men too have sensitive feeling towards the
brands but they emphasize on the comfortability factors, fir say, for example of shoes. Women
are more into offers deals and discounts or seasonal discount purchases whereas men mostly buy

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when there is an actual need or demand for the product. These are some of the drivers of
motivation that drives them for shopping. The answer to the next research question is yes the
shopping venues and features do have positive impacts on the customers and provides
satisfaction to both men and women. The shopping environment has a lot to say in imagery
language about the place and the products kept. A clean and designed supermarket is more prone
to have store traffic than a low illumination congested place of purchasing. The lights and the
designing of the merchandising do have a positive visual effects on t5he buyer and have that
pulling effect of the customers repeatedly.
There are few limitations in this research like having relatively small sample size,
missing data and time limitation and therefore it has future scopes of research on the consumer
behaviour of the products among the men and women and the factors of purchasing and
merchandising. The research can be carried on about the visual merchandising having positive or
negative effects on the customers. The number of customers interested on promotional and
marketing exhibitions having deals and offers for the products and various services. These kind
of research topics if prepared can be used professionally for the marketing organizations as a
supportive element and recommendation for the business improvement.