AN EXPLORATORY RESEARCH ON ATTITUDES AND BEHAVIOR OF WOMEN AND MEN DURING SHOPPING EXPERIENCE

Abstract

There is a fierce competition among supermarkets and every single supermarket brand is working on positioning strategies to differentiate their brands. Understanding shopping experiences in the supermarkets help the brands to shape their marketing strategies. Even though shopping experience measurements are critical, they are quite difficult because there are number of factors that are known to influence the buying decision process, pricing, and packaging are traditional factors that are effecting the buying decision. This expletory research aims to enlighten the factors that are influencing the shopping experience of women and men. In depth interviews have been conducted to observe the similarities and differences of men and women shoppers behaviors.