Abstract

The article deals with research results, which prove impact of seller’s gender on purchaser’s consumption behavior. It defines main factors, which impact cooperation between sellers and purchasers of different gender in the buy and sell process. There are following ones among them: an idea about gender of the ideal seller, pleasant communication with seller, attentive attitude (clearness and understanding of the answer to questions, provision with wide information, and interest in conversation), detailed representation of the necessary information for purchaser etc. Results of the conducted studies can be used as a methodic tool to form sellers’ staff, to define and to distinguish their functions and roles etc.

Keywords: trade enterprises, buy and sell process, gender factor, cooperation between seller and purchaser, management of sellers’ staff

JEL Classification: M31, F10, F17.

Cite as: Illiashenko, S., Klisinski, J., Hrytsai S. & Starkiv, I. (2017). Impact of seller’s gender on purchaser’s consumption behavior. Marketing and Management of Innovations, 4, 58-66. https://doi.org/10.21272/mmi.2017.4-05

This work is licensed under a Creative Commons Attribution 4.0 International License

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