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Gender Differences and Consumer Behavior of Millennials

Author

Listed:
  • Kraljević Radojka

    (Ph.D. in Psychology, Assistant Professor, Libertas International University, Zagreb, Croatia)

  • Filipović Zrinka

    (M.Sc, Lecturer, Libertas International University, Zagreb, Croatia)

Abstract

Millennial generation is considered the largest and best educated and therefore presents challenges to marketers. This paper aims to examine the gender differences in consumer behaviour of students - generation y. The study identifies gender differences in purchase behaviour, loyalty, price sensitivity and shopping habits. The empirical analysis is based on data obtained from a student survey (N=118; M=40, 68%, F=59, 32%). The data were analysed using chi-square test. Our findings suggest that women are more sensitive to price than men. They also belong more to the loyalty programs and use more loyalty awards schemes. Although the millennial generation has the reputation for being digital our study shows that they actually like visiting the stores instead of shopping online although the statistically significant difference is not found.

Suggested Citation

  • Kraljević Radojka & Filipović Zrinka, 2017. "Gender Differences and Consumer Behavior of Millennials," Acta Economica Et Turistica, Sciendo, vol. 3(1), pages 5-13, June.
    • Handle: RePEc:vrs:acectu:v:3:y:2017:i:1:p:5-13:n:2
    DOI: 10.1515/aet-2017-0002
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    References listed on IDEAS

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    1. Jackson, Vanessa & Stoel, Leslie & Brantley, Aquia, 2011. "Mall attributes and shopping value: Differences by gender and generational cohort," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 1-9.
    2. Rodgers, Shelly & Harris, Mary Ann, 2003. "Gender and E-Commerce: An Exploratory Study," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 322-329, September.
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    Cited by:

    1. Pejman Ebrahimi & Khadija Aya Hamza & Eva Gorgenyi-Hegyes & Hadi Zarea & Maria Fekete-Farkas, 2021. "Consumer Knowledge Sharing Behavior and Consumer Purchase Behavior: Evidence from E-Commerce and Online Retail in Hungary," Sustainability, MDPI, vol. 13(18), pages 1-20, September.
    2. Anetta Barska & Julia Wojciechowska-Solis & Joanna Wyrwa & Janina Jędrzejczak-Gas, 2023. "Practical Implications of the Millennial Generation’s Consumer Behaviour in the Food Market," IJERPH, MDPI, vol. 20(3), pages 1-15, January.

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