Abstract:
ABSTRACT
Gender denotes the social roles and expectations, as well as the traits, aptitudes,
and behaviors acquired over time. This study aimed at determining the extent
to which gender influences family buying decisions in the Nalerigu community.
More specifically the study intended to investigate the elements that impact a
family's purchasing decision and which gender in the household makes the most
purchasing in the Nalerigu community. Employing the quantitative research
approach using an interpretivist position, data was collected from 100
participants from households in the Narelegu community using the purposive
and simple random sampling techniques. The responses were analysed with
SPSS version 21 using descriptive statistics. The study found that the female
gender dominating family buying decisions due to the community's general
gender dominance tendency. The study also found that culture and degree of
product relevance impacted purchase decisions. The study recommends that
gender with the most income or education should not always make the
purchasing decision. Instead, it must be a collaborative impact, since this will
ensure that both sides are satisfied after the transaction. Also, the study
recommended collaborative decision-making procedures to benefit collectively
when making family purchasing selections, in order to minimize dissonance
following patronage.
