Gender differences in sources of shopping enjoyment

Abstract

A steady stream of research over the past few decades has focused on store and shopping mall patronage and consumers’ associated enjoyment of the shopping experience. Based on previous research, the sources of shopping enjoyment were identified as shopping to socialize, shopping for bargains, shopping for gratification, shopping for entertainment, shopping for others, shopping to browse, shopping for exercise and shopping for sensory stimulation. The objective of this study was to investigate gender differences in the sources of shopping enjoyment. Data were collected through self-administered questionnaires distributed at a large metropolitan shopping centre in the eastern suburbs of Pretoria. The findings indicate significant gender differences on all the sources of shopping enjoyment except ‘shopping for entertainment’. This study contributes to the current literature and provides valuable information to South African retailers, specifically with regard to marketing and promotional strategies aimed at male and female shoppers separately. Suggestions for future research are offered.