Influence of Gender on Family Purchase Decisions: a Study of Households in Nalerigu Community

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.