(Childers et al., 2002; Mpinganjira, 2014 cited in Aswegan 2015). ...... bakery and non-alcoholic beverages from the indicated type of outlet. Whereas, 43% of ...
Gender differences in consumer buying behaviour relating to grocery shopping on Sunday.
Charlo Fenech
This thesis is submitted in partial fulfilment of the requirements of the Degree of Bachelor of Arts (Honours) in Business Enterprise at Malta College of Arts Science and Technology.
June 2017
i
Statement of Authenticity: I declare that the work submitted for this study is my own work, and has been carried out under the supervision of Mrs. Theresa Demanuele Montebello.
CHARLO FENECH
ii
Copyright Act: The copyright of this thesis belongs to the author. The author’s civil liberties regarding this study are defined by the Copyright Act (Chapter 415) of the Maltese legislation or else any other successive or relevant legal guidelines. Academics or researchers could access this thesis and potentially cite any data in accordance with the aforesaid act.
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Acknowledgement: Primarily, I would like to express my sincere gratitude to my family, especially my parents and a twin sister who have always believed in me, in other words supported any decisions taken in my life, along with to my dissertation tutor, Mrs. Theresa Demanuele Montebello. Secondly, I would like to express my sincere gratitude to a very special friend, Mr Cardona, who had always wanted to continue investing in my future, via education. A big thank you goes for Mr Abela, Mr Saliba and Mrs Holliday. All those mentioned were always ready to help me without expecting anything in return. Also, I would like to thank my proof reader, Mr Parry. I would like to express my gratitude to all the participants who find some time to fill out my questionnaire. Also, a very special thank you goes out to Ms. Norelle Galea. I would like to end by thanking other individuals who play an important role in helping me to grow and success otherwise I won’t be here today.
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Table of contents Statement of Authenticity……………………………………………………………………..ii Copyright Act…………………………………………………………………………………iii Acknowledgement…………………………………………………………………………….iv Table of contents………………………………………………………………………….v-viii List of tables………………………………………………………………………………...ix-x List of figures……………………………………………………………………………..…..xi List of appendices……………………………………………………………………………xii Abstract……………………………………………………………………………………...xiii Chapter 1 – Introduction………………………………………………………………………1 1.1
Background to the research…………………………………………………………..2
1.2
Research purpose……………………………………………………………………..3 1.2.1 Scope of study…………………………………………………………………….3
1.3
Hypotheses and Research question…………………………………………………..3 1.3.1 Hypotheses statement……………………………………………………………..3 1.3.2 Research question…………………………………………………………………4
1.4
Research objectives………………………………………………………………..…4
1.5
Importance of the research…………………………………………………………...5
1.6
Research boundaries………………………………………………………………….5
1.7
Limitations of the study………………………………………………………………6
1.8
Outline of the research……………………………………………………………….6
Chapter 2 – Literature review………………………………………………………………….7
v
2.1
Introduction…………………………………………………………………………..8
2.2
Consumer behaviour…………………………………………………………………8
2.3
Factors influencing consumer behaviour while shopping for groceries on Sundays...9 2.3.1 Social factors……………………………………………………………………...9 2.3.2.1 Education………………………………………………………………..............9 2.3.2.2 Fertility……………………………………………………………………...…10 2.3.2.3 Children and marriage………………………………………………………………….10 2.3.2.4 Feminist………………………………………………………………………………...11
2.4
The profile of Sunday grocery shoppers…………………………………………………11-12
2.5
A conceptual model of consumer decision making process………………………………..14
2.6
Psychological factors……………………………………………………………………….14 2.6.1 Learning………………………………………………………………………………14-15 2.6.2 Motivation………………………………………………………………………………..15 2.6.3 Consumer attitude………………………………………………………………………..16
2.7
Other external influences that may affect consumer behaviour concerning grocery shopping
on Sundays…………………………………………………………………………………………….16 2.7.1 Cultural factors……………………………………………………………………….16-17 2.7.2 Economic factors…………………………………………………………………………17 2.8
Gender differences in making a consumer decision for purchasing groceries……………..18
2.9
Conclusion……………………………………………………….........................................18
Chapter 3 – Methodology……………………………………………………………………………..19
vi
3.1
Introduction………………………………………………………………………................20
3.2
Market research……………………………………………………………………………..20
3.2.1 Primary Data or Field Research………………………………………………………….20 3.2.2 Secondary Data or Desk Research……………………………………………………….20 3.3
Sampling frame………………………………………………………………………….20-21
3.4
Data Collection Method…………………………………………………………………….21 3.4.1 Advantages of telephone surveys………………………………………………………...21 3.4.2 Disadvantages of telephone surveys……………………………………………………..21
3.5
Sampling design………………………………………………………………………...21-22 3.5.1 Advantage/s of stratified random sampling……………………………………………...22 3.5.2 Disadvantage/s of stratified random sampling…………………………………………..22
3.6
Questionnaire design……………………………………………………………………….22 3.6.1 Open-ended questions……………………………………………………………………22 3.6.2 Close-ended questions……………………………………………………………………23
3.7
Pilot Study………………………………………………………………………………….23
3.8
Reliability and Validity…………………………………………………………………….24
3.9
Sample size…………………………………………………………………………...........24
3.10
Questionnaire………………………………………………………………………………25
3.10.1 Limitation/s of the survey………………………………………………………………25
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3.11
Methods of statistical analysis or summarising data……………………………………….25
3.12
Statistical tests used………………………………………………………………………..25
3.13
Conclusion…………………………………………………………………………………25
Chapter 4 – Results and findings……………………………………………………………………...26 4.1
Introduction………………………………………………………………………………...27
4.2
Response rate………………………………………………………………………………27
4.3
Demographics……………………………………………………………………………...28 4.3.1 Gender and age cross tabulation…………………………………………………………28 4.3.2 Gender and level of education cross tabulation…………………………………………30 4.3.3 Gender and occupation cross tabulation………………………………………………...32
4.4
Addressing the research hypotheses……………………………………………………….34
Chapter 5 – Discussion, conclusion and recommendations…………………………………………...46 5.1
Introduction………………………………………………………………………………...47 5.1.1 Consumer behaviour…………………………………………………………………….47
5.2
Social factors that affect consumer behaviour……………………………………………..47
5.3
Other factors, apart from social factors, that affect consumer purchase decision and
behaviour………………………………………………………………………………………………48 5.4
The buying behaviour of Sunday grocery shopper………………………………………...48
5.5
Spending on food between men and women…………………………………………...48-49
5.6
Conclusion…………………………………………………………………………………49
5.7
Research limitations………………………………………………………………………..49
5.8
Recommendations………………………………………………………………………….50 5.8.1 Areas for further research……………………………………………………………….50
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List of tables Table 4.1 - Gender and Age cross tabulation………………………………………………...28 Table 4.2 - Gender and Education……………………………………………………………30 Table 4.3 - Gender and Occupation…………………………………………………………..32 Table 4.4 - Gender and the likelihood to shop for groceries on Sundays……………………34 Table 4.5 - Gender and the motive of shopping for groceries on Sundays…………………..36 Table 4.6 - Gender and type of outlet………………………………………………………...37 Table 4.7 - Gender and products purchased on Sundays…………………………………….39 Table 4.8 - Gender and the time of day to shop for groceries on Sundays…………………..41 Table 4.9 - Gender and spending on groceries on Sundays………………………………….42 Table 4.10 - Gender and factors affecting the spending habits of Sunday grocery shopper…44 Table 6.1 - Age of male respondents…………………………………………………………74 Table 6.2 - Age of female respondents……………………………………………………….75 Table 6.3 - Gender vs the likelihood to shop for groceries on Sundays……………………...76 Table 6.4 - Gender vs the likelihood to shop for groceries on Sundays……………………...76 Table 6.5 - Gender vs the motive of shopping for groceries on Sundays……………………78 Table 6.6 - Gender vs the motive of shopping for groceries on Sundays……………………78 Table 6.7 - Gender vs the type of outlet to shop for groceries on Sundays………………….80 Table 6.8 - Gender vs the type of outlet to shop for groceries on Sundays………………….80 Table 6.9 - Gender vs products purchased on Sundays………………………………………82 Table 6.10 - Gender vs products purchased on Sundays……………………………………..83 Table 6.11 - Gender vs products purchased on Sundays……………………………………..84 Table 6.12 - Gender vs products purchased on Sundays……………………………………..85 ix
Table 6.13 - Gender vs products purchased on Sundays……………………………………..86 Table 6.14 - Gender vs time of day to shop for groceries on Sundays………………………88 Table 6.15 - Gender vs time of day to shop for groceries on Sundays………………………88 Table 6.16 - Spending patterns among male respondents……………………………………90 Table 6.17 - Spending patterns among female respondents………………………………….91 Table 6.18 - Factors affecting spending habits of Sunday grocery shoppers………………...95 Table 6.19 - Factors affecting spending habits of Sunday grocery shoppers………………...95
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List of figures Figure
2.5.1
-
A
conceptual
model
of
consumer
decision
making
process……………………………………………………………………………………..…13 Figure 4.1 - Age of male respondents…………………………………………………….….28 Figure 4.2 - Age of female respondents……………………………………………………...29 Figure 4.3 - Level of education attained by male respondents ………………………………30 Figure 4.4 - Level of education attained by female respondents……………………………..31 Figure 4.5 - Occupation by gender…………………………………………………………...33 Figure 4.6 - Gender and the likelihood to shop for groceries on Sundays…………………...35 Figure 4.7 - Gender and the motive of shopping for groceries on Sundays………………….36 Figure 4.8 - Gender and type of outlet……………………………………………………….38 Figure 4.9 - Gender and products purchased on Sundays……………………………………40 Figure 4.10 - Gender and the time of day to shop for groceries on Sundays………………...41 Figure 4.11 - Gender and spending on groceries on Sundays………………………………..43 Figure 4.12 - Gender and factors affecting the spending habits of Sunday grocery shopper..45 Figure 6.1 - Chi square distribution………………………………………………………….77 Figure 6.2 - Chi square distribution………………………………………………………….79 Figure 6.3 - Chi square distribution………………………………………………………….81 Figure 6.4 - Chi square distribution………………………………………………………….87 Figure 6.5 - Chi square distribution………………………………………………………….89 Figure 6.6 - F distribution……………………………………………………………………92 Figure 6.7 - T distribution…………………………………………………………………....94 Figure 6.8 - Chi square distribution………………………………………………………….96 xi
List of appendices List of references…………………………………………………………………………51-58 Pre-test……………………………………………………………………………………59-66 Questionnaire …………………………………………………………………………….67-72 Data tabulation……………………………………………………………………………….73 Workings……………………………………………………………………………….....74-96
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Abstract The aim of this research was to examine the gender differences in buying behaviour relating to grocery shopping on Sundays in the Maltese retail context. Thereby, the researcher tried to understand the basic concept of consumer behaviour which was important to point out the dynamics that cause changes in buying behaviours, decisions and spending for groceries on Sundays. Several studies declared that gender roles were evolving over the past two decades. As the number of women, in Malta, graduated with honours in all academic disciplines will continue to increase the participant of women in the world of work, and the trend is expected to persist in the upcoming years. Thus, as a direct consequence, more millennial men should shop for groceries not by choice but as a need, even on Sundays. Hence, a total number of 384 participants were sampled, with quantitative data being gathered through a telephone survey to analyse, the reasons why they chose to do grocery shopping on Sundays as well as, the underlying reasons why buyers did not buy groceries on Sundays. The researcher also tried to examine their spending patterns among Sunday grocery shoppers. The study revealed that females outnumber males to shop for groceries on Sundays. Whereas men spent more money on groceries than female on Sundays. The findings of this research showed that females preferred to shop from other outlets in the morning to prepare a meal for Sunday itself. While, males preferred to shop at supermarket or convenience stores because they seek convenience, and they visit the store in the afternoon. This study proved that there were gender differences in consumer decision making and behaviour while shopping for groceries on Sundays. The researcher concluded that men shop differently than women on Sundays. The researcher further asserted that women seem to be more straightforward to undertake grocery-shopping task as well as decide on products purchased on Sundays while males seek convenience and good parking facilities prior to shopping for groceries on Sundays. Since the research theme was understudied especially in Europe the researcher suggested a few areas for further research. For example, the disparity in age while shopping for groceries on Sundays would be a potential area to study in the future. Also, in future studies, it would be interesting to investigate social class in consumer behaviour relating to shopping for groceries xiii
on
Sundays.
Chapter 1 Introduction
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Chapter 1 - Introduction: 1.1 Background to the research Out of the many characteristics that can influence consumer behaviour, one of the major factors, that drive this evolution in shopping, is gender. Wall (2015) defines gender as the state of being either male or female species, especially when referring to social and cultural differences instead of biological ones. The researcher describes the term ‘gender’ as the state of being either a feminine or masculine as the species are differentiated by the cultural attitudes and behaviours that shape male and female’s behaviours while shopping. As to buying behaviour, people have a range of needs such as psychological needs and to meet them, they need to shop. Research shows that “men will clearly shop differently than women” (Rockville, 2015). There is ample evidence in the consumer behaviour literature to show that there are differences in how men and women behave as shoppers, as described below by Stephen J. Hoch, a Wharton marketing professor. “Purchasing behaviour mirrors gender differences throughout many aspects of life” (Wharton marketing, 2007). For this purpose, the researcher provides a better understanding of why do these differences exist in, and how the attitude of, men and women towards the act of shopping on Sundays can influence spending habits, buying decisions and behaviours. Both the reasons for choosing to do grocery shopping on a Sunday as well as the factors leading to these changes in buying behaviour will be analysed in the next chapter of the study.
2
1.2 Research purpose 1.2.1 Scope of study The purpose of this research is to examine the attitudes and buying behaviours of male and female grocery shoppers on Sundays in the Maltese retail context. 1.3 Hypotheses and Research question 1.3.1 Hypotheses statement •
There is a relationship between gender and the likelihood to shop for groceries on Sundays.
•
There is a correlation between gender and the motive of shopping for groceries on Sundays.
•
There is an association between gender and type of outlet to shop for groceries on Sundays.
•
There is a relationship between gender and products purchased on Sundays.
•
There is a correlation between gender and time of day to shop for groceries on Sundays.
3
•
On Sundays, males spend more money on groceries than females.
•
Factors affecting the spending habits of Sunday grocery shoppers
1.3.2 Research question The below information consists of a series of research questions that are relevant to conduct some research. This reads as follows: Thesis question: •
What are the gender differences in buying behaviour relating to grocery shopping on Sundays?
Other research questions: •
Who does the grocery shopping on Sundays?
•
Which is the busiest time at a grocery store, concerning Sundays and why?
•
What is the average age of Sunday grocery shoppers?
•
Why the consumers make the purchases that they do on Sundays?
•
How much did the average shopper spends in the indicated type of outlet on Sundays?
•
Why men spend more money on groceries than women on Sundays?
•
How shopper experiences vary by gender and type of outlet?
•
Are there gender differences for products purchased on Sundays?
•
How do gender difference influence purchase decisions?
•
How have gender roles and behaviour changed over the past two decades?
1.4 Research objectives The objective of this study is to examine the gender differences in relation to grocery shopping on Sundays. Thereby, the researcher should understand the basic concept of consumer behaviour. In order to understand consumer behaviour is important to examine the differences in buying behaviours and decisions between men and women, which helps to identify the dynamics in our society and also assess other factors influencing consumer behaviour while shopping, for groceries.
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1.5 Importance of the research The importance of this research is to test, using chi-square and other inferential statistics, if there is a relationship between gender and buying behaviour towards grocery shopping on Sundays. The concept of consumer behaviour is important for any organisation to analyse how customers will respond to a new product or service in a grocery industry. My personal motivation for this research evolves around the fact that my family has a mini market. My family is currently considering this potential option of opening on Sundays in order to meet competition. Therefore, studying the concept of consumer behaviour helps various stakeholders, in many aspects. These stakeholders may include retailers and services industry companies such as marketing consultancy which provides consulting services for developing a successful marketing campaign amongst other motives. The researcher aims to find evidence, through research, to prove the research hypotheses rather than disprove it. The researcher tests for seven hypotheses via a combination of statistical test. The results, or paucity of literature thereof, of this research will contribute to take certain decisions in order to implement some marketing strategies to attract new customers. 1.6 Research boundaries The context of this study is relating to the gender differences in purchasing behaviours while shopping for groceries on Sundays. It also includes in the literature the external influences that affect, these changes in, buying behaviour. These external influences may include sociocultural movements amongst other factors. This research covers the differences in buying decisions and behaviours between both genders and not for example perception towards grocery shopping on Sundays.
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1.7 Limitations of the study The researcher encountered with a lack of prior literatures, on the research theme, conducted in Europe. The researcher cited several academic books and peer-reviewed journal articles to complete chapter two, namely of reviewing others literature. These academic sources will aid to shed light on the research question or problem, as shown above. After finishing chapter four that is of the interpretation of the findings, the researcher notice that the research theme restricted my ability to conduct a thorough analysis of such data, especially as to age combined with two other questions such as the motive/s of purchasing groceries and other factors influencing ones’ decision to shop for groceries on Sundays. 1.8 Outline of the research This dissertation is categorised into the following five chapters, covering the various matters as to finding consumer buying patterns. Chapter 1- introduction In the introductory chapter of the dissertation, the researcher will reveal the research problem or question/s as well as the personal motivation for the choice of the research theme. Chapter 2 – Literature review In chapter 2 comprising literature review, the researcher will discuss areas related to the study. This includes a review of existing literature such as publications, reports, surveys, academic books and other reliable data to support the study undertaken. Chapter 3 – Research methodology and design This chapter identifies the main sampling methods used to gather data for this study as well as the sample size, and limitations of the data collection methods. Chapter 4 – Results and findings This chapter documents the research findings and data analyses. Chapter 5 – Discussion, conclusion and recommendations This chapter encapsulates the conclusion of this research. Based on the conclusions, recommendations are put forward in this study. 6
Chapter 2 Literature Review
7
Chapter 2 - Literature review: 2.1 Introduction Through research which the author conducted so far, the researcher has aimed to better understand the basic concept of consumer behaviour and the buyer’s characteristics that affect buying behaviours while shopping for groceries on Sundays. Next, the researcher has aimed to provide a profile of Sunday grocery shoppers. Finally, the researcher ends by applying a conceptual model for examining the gender differences in decision making process while shopping for groceries on Sundays. 2.2 Consumer behaviour Solomon describes consumer behaviour as it is the study “of the processes involved when individuals or groups select, purchase, use and dispose of products, services, ideas or experiences to satisfy customers’ needs and desires” (Solomon et al., 1995 cited in Dudovskiy, 2013). Similarly, Kotler and Keller explains consumer behaviour as it is the study “of how individuals, groups and organisations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants” (Kotler and Keller, 2011 cited in Dudovskiy, 2013). Perner also agrees with the Kotler and Solomon thinking about the definition of consumer behaviour. Schiffman and Kanuk further expand on the consumer behaviour definition by illustrating that it is the study “of the behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs” (Schiffman and Kanuk, 2007 cited in Dudovskiy, 2013). Though the aforementioned definitions are many, all of the definitions lead to common outlook such that “...consumer behaviour is a process of selecting, buying and consumption of goods and services according to the customers’ needs” (Dudovskiy, 2013). Nonetheless, “all researchers and academics agreed that this process is subject to constant change over time” (Dudovskiy, 2013). Making his buying decisions, the buyer is affected by numerous factors. In authentic marketing textbooks, these factors are directly associated with cultural and social movements amongst others. Although marketers cannot influence many of the mentioned factors, but an 8
understanding of the external influences on behaviour for marketers is vital to identify potential buyers and make products to meet these needs (Kotler and Armstrong, 2006 cited in Mirzaei and Ruzdar, n.d.; Rani, 2014). 2.3 Factors influencing consumer behaviour while shopping for groceries on a Sunday Consumer buying behaviour is often unconsciously affected by various factors. According to Kotler and Armstrong (2006), they argued that one of the major factors affecting consumer buying behaviour is that of social factors. 2.3.1 Social factors Rani, Kotler and Armstrong defined social factors as “the external influences of others on consumer purchase decisions either directly or indirectly” (Rani, 2014; Kotler and Armstrong, 2006 cited in Mirzaei and Ruzdar, n.d.). The researcher, conversely, described social factors as the experiences that affect individuals’ lifestyle. These factors have three subcategories such as reference groups, family, social roles and status which also affect the buying behaviour significantly (Durmaz, 2014). Research shows that demographic and social changes were putting added demands on gender roles within the household unit by means of more men are now undertaken traditional female gendered roles such as grocery shopping (Davis and Bell, 1991; Dholakia, Pedersen and Hikmet 1995; Ottnes and McGrath 2001; Gardner, 2004; Richbell and Kite, 2007; Belch and Willis 2002 cited in Attard, 2011). These shifts within the social contexts are related to several aspects which includes the following; 2.3.2.1 Education Over the past four decades, previous research has documented a noteworthy boom in tertiary education all over the world (Becker, et al., 2010). Particularly, the rise in tertiary education has been condensed among women such that more women than men were enrol and complete tertiary education. As statistics shown, the share of women who attend and complete tertiary education accounts for “54.3%” that is of more than half, of all tertiary students within the EU-28, in 2013 (Eurostat, 2016). In the case of Malta, NSO statistics on student’s enrolment 9
in tertiary education shown that females' enrolment in University of Malta including all academic disciplines outnumbered the males by over 14% (NSO Education Statistics, 2006 cited in Attard, 2011). Lancrin explains that the above identified new trend is more than likely to persist in the forthcoming decades which possibly continue to aid lessen the wage disparities between women and men. The fact that the rising number of women’s enrolment in tertiary education are now graduating with honours, and “…that more women than men are graduates in the younger generations, will continue to increase the participation of women in the labour market…”, at which it leads to “...more men undertook the grocery-shopping task”, even on Sundays (Piron, 2002; Lancrin, 2008). Secondly and more importantly they suggested that this reflects “...the decline in fertility” (Shirahase, 2000; Sunil and Pillai, 2010). Kim also agrees with the Sunil and Pillai's thinking about the aforesaid fact. 2.3.2.2 Fertility The total fertility rate has deemed as an important component, when considering social factors within buying behaviour. Overall, the rate of fertility in the EU increased from 1.46 in 2001 to 1.58 in 2014 (Anon, 2016). The researcher further argue that the rate varied between the EU's 28 member states. In fact, latest data, showed that Malta’s fertility rate has slightly decreased from 1.48 in 2001 to 1.42 in 2014, meaning that there will be fewer workers to compensate for the social welfare benefits given to society (Eurostat, 2016). 2.3.2.3 Children and marriage Families have evolved over the past twenty years. In fact, OECD’s (2011) publication indicates that “…both men and women want to first establish themselves in the labour market…” prior to either getting married or building a family (OECD, 2011). Moen and Goldin further asserts that women’s career took “…priority over the course of couple's relationship” (Moen, 2003). Hence, the age of Maltese mothers at first childbearing has increased, at almost 29 (OECD, 2011; Eurostat, 2015). The results of the empirical research pointed out several reasons, why do people postpone parenthood at a later age, which mainly composed of “increases in women’s education enrolment and labour market participation" (Mills et al., 2011). Therefore, research shows that the role of the Maltese women is evolving and changing in today’s world when compared to the average woman sixteen years ago
10
(Attard, 2011; Eurostat, 2015). Therefore, the researcher concludes that the concept of egalitarianism is being increasingly understood and broadly utilised by more Maltese families. 2.3.2.4 Feminist The term feminism can be described as the state or belief of being equal especially in rights and opportunities between the sexes. The development of the ‘feminist theory or practice’ plays a major role in buying behaviours of both genders, and so the movement of feminist fostered the notion of role sharing by rising men’s involvement in unpaid chores such as housework (Attard, 2011). Similarly, Chopra and IMRB international’s study finds that grocery-shopping task has traditionally been the responsibility of women, but, conversely, research evidence suggested that the percentage of men who are categorised as primary grocery shoppers has more than doubled in the past two decades, especially in non-EU countries. Yet, the crux of the proposed study is all about the differences in buying behaviour between men and women in relation to grocery shopping on Sundays which present an opportunity for examination (Rockville, 2015; Mortimer & Clarke, 2011). 2.4 The profile of Sunday grocery shoppers The analysis of the American Time Use Institute survey confirms that men, more than women, do their grocery shopping on Sundays. Goodman’s (2008) study shows that thirty-six percent of all shopping trips by men came on Sundays, compared with only thirty-one percent of the trips by women. On the other hand, the analysis of this study shows that females are more likely than males to buy groceries on Sundays. Regardless of gender, Sunday is the most important shopping day of the week. Goodman’s (2008) survey study finds that U.S. grocery shoppers on Sunday are noticeably younger than those on other days of the week. The latest findings from Roy Morgan research reveals that “12.2%” of Australian shoppers, are more likely to do their main grocery shopping on Sundays, are those who aged “under-25 years” (Morgan, 2015). In Europe, the research theme is understudied up till now. But, on the other hand, the findings of this study show that most of the Maltese shoppers who do their grocery shopping on Sundays are aged between 16 and 45 years. In fact, the researcher delves deeper into a topic by taking the average of both
11
men and women. Therefore, the average age of Maltese male is 37 years whereas for women is 38 years. “The profile of grocery shoppers on Sundays also evolves over the course of the day. Research shows that from mid-morning into the evening, the average age of grocery shopper decreases, whereas their incomes rise” (Goodman, 2008). Morgan’s (2015) research points out that the busiest time of the day among Sunday grocery shoppers are between 13.00 and 17.00. In fact, that is the most preferred time slot among the 43% of Australian grocery shoppers who do not shop regularly. Conversely, Goodman’s (2008) survey study asserts that more shoppers arrive at the grocery stores between 16.00 and 17.00 than during any other hour of the day. The findings of this study show that the busiest time at a local grocery store among Sunday grocery shoppers are between six o’ clock in the morning and noon. In fact, 53% of Maltese females undertake the grocery-shopping task on Sundays when compared to 35% of males. In the same aforesaid study, the researcher found that “women spend longer time in shopping at the store than do men, older adults and those with lower income also spend longer than others” (Goodman, 2008; Davies and Bell, 1991). Previous studies have well documented that, overall, men tend to spend less time in the store but, on the other hand, men tend to spend more money, yet to purchase fewer grocery items (Rockville, 2015). Similarly, Mazumdar and Papatla (1995) argues that men, in general, are price insensitive (Mazumdar and Papatla, 1995; Reid and Brown 1996 cited in Mortimer, 2011). Additionally, the findings of this study show that, on Sundays, males spend more money on groceries than females.
12
2.5 A conceptual model of consumer decision making process External influences
Firm’s marketing mix 1. 2. 3. 4.
Product Promotion Price Place
Sociocultural environment 1. 2. 3. 4. 5.
Family Reference groups Roles and status Social class Culture and subculture
Consumer decision-making Need recognition
Psychological Attitudes and;
Pre-purchase search
Other factors
Evaluation of alternatives Experience
Post decision behaviour The actual purchase
Post-purchase evaluation
Figure 2.5.1: (Schiffman and Kanuk, 2007, p.531) 13
This section presents a pictorial representation “of consumer decision making that reflects the cognitive consumer and to some extent, the emotional consumer” (Schiffman and Kanuk, 2007). The model, showed in figure 1, “has three major mechanisms which are input, process and output, is designed” to tie together many of the ideology on consumer decision making and behaviour discussed in academic books (Schiffman and Kanuk, 2007). The input component of our customer decision-making model depicts of “the external influences that serve as a source of information about a product and probably influence a consumer’s product-related values, attitudes, and behaviour” (Schiffman and Kanuk, 2007). The process component of the model is concerned with how consumers make decisions. Thereby, one must delve into the field of consumer behaviour especially with reference to psychological factors (as consumer attitudes amongst other factors) that affect purchasing decisions for groceries on Sundays (Schiffman and Kanuk, 2007). 2.6 Psychological factors Psychological factors can be described as the factors that affect a person’s psychology which eventually drive his/her actions to look for satisfaction. Psychological factors are sub categorised into five factors such as learning, motivation, beliefs and attitudes. 2.6.1 Learning Venders required an understanding of the learning process because it influenced future behaviour of customers in their purchases decisions. The learning process itself has included two school of thoughts such as the behavioural and cognitive learning theory. The behavioural learning theory precisely include the following: Classical condition- people learn through repetition, therefore, marketers should do repetitive advertising and not one-off to inform the spender like the Sunday grocery shopper. Instrumental learning- people learn through trial and error, therefore, marketers should do a taste testing especially on a new brand product to encourage the customer to buy their own food products. The likelihood was that more women than men tending to taste food products since they were the most frequent visitors of the shop to undertake grocery shopping on Sundays.
14
Observational learning- shoppers acquire knowledge by observing others, therefore, in the context of shopping, sellers use celebrities in advertising a brand hence admirers purchase the brand being promoted. The researcher found that celebrity endorsement surely helped to attract customers and had a direct impact on their purchase decision (Sokolovska, 2016). This argument was applied even on Sundays. Cognitive learning theory would include the cognitive theory itself and involvement theory. Cognitive theory stated that they are either rational or logical individuals, and that the customers can learn and think alone. Involvement theory implied directly to one’s brain, in general the brain would be split into the left hemisphere and right hemisphere. Left hemisphere was those who processing written facts. As such, they are considered as high involvement people and verbalisers. While, right hemisphere was those who processing or interpreting of visuals and so they are considered as visualisers. In the context of shopping, the notion of different brain structure resulting in “…men tending to be mission- and task-oriented shoppers…” whereas “…women were more likely to be discovery-oriented shoppers…” who readily alter their initial aims if this would lead to a better outcome (Aswegen, 2015). 2.6.2 Motivation Research shows that shoppers, in the food retail industry, have numerous motivations which triggering their shopping behaviours but, certainly, there are two main shopping motives (Childers et al., 2002; Mpinganjira, 2014 cited in Aswegan 2015). These include both hedonic and utilitarian dimensions. Utilitarian shopping is all about the actual need to fulfil its desire. In other words, a customer shop only what they need. Whereas, hedonic shopping referred to intrinsic and affective responses. In a nutshell, the hedonic shopping experience was mood driven (Michon et al., 2007). Arnold and Reynolds’s (2003) study argue that there are six categories of hedonic shopping. Lastly, the researcher concludes that men’s shopping motives tend to be utilitarian, whereas women’s motives for shopping seem to be more hedonic.
15
2.6.3 Consumer attitude Attitude can be described as learned personal beliefs because of knowledge which is manifested through ones’ behaviour. The researcher has attempted to examine the attitudes of male and female grocery shoppers in the food retail context. Piper and Capella’s (1993) study examine the attitudes of male grocery shopper behaviour. They concluded that male shoppers fall into two categories, those who enjoyed the grocery-shopping task, “in general, men gain positive stimulus from the family’s appreciation of their involvement in shopping for groceries”, and those who dislike it (Mortimer and Clarke, 2011; Attard, 2011). In contrast to males’ grocery shopper, females seem to be more forthright in relation to grocery shopping. Over time attitudes towards shopping changed, and so the researcher has attempted to examine consumer attitude towards grocery shopping on Sundays, though the research area is under-researched. Mortimer’s (2014) report shows shoppers’ attitude towards the proposed Sunday and public holidays trading. Overall, non-European citizens had a positive attitude towards shops being open on Sundays. The majority, “80.5%”, of males surveyed were in support of Sunday trading (Mortimer, 2014). By contrast, from all the females surveyed, only “64.2%” of respondents support the proposal of Sunday trading (Mortimer, 2014). The results of the aforesaid research are contradicted by the Croatia’s population where “most of the Croatian citizens are Christians” and so they “had a more negative attitude towards shops being open on Sunday” (Momčilović, 2008). In case of Malta, most of Maltese’s attitude is positive towards shopping for groceries on Sundays. This gave us an indication that most of the Maltese are being considered as a secular people. 2.7 Other external influences that may affect consumer behaviour concerning grocery shopping on Sundays 2.7.1 Cultural factors Shah, Durmaz and Jablonski argued that consumer behaviour is profoundly influenced by cultural factors (Shah, 2008; Durmaz and Jablonski, 2012 cited in Durmaz, 2014). Culture can be described as the set of norms and values shared by the public wherein they inhabit, and it is a vital cause of consumer behaviour. The influence of culture on consumption differs from one culture or country to another and therefore marketers have increasingly been paying attention to analysing the culture of different groups, districts or else nations. Every culture 16
has composed of different subcultures such as religions, geographic districts, language, ethnic groups and consumption patterns of a society etc. Past studies in the marketing literature suggest that religion is a key element of social force in influencing both behaviour and purchasing decisions. “The extent to which religion affects one’s behaviour and decisions depends on the individual’s level of religiosity and the importance one place on the religion itself” (Sood and Nasu, 1995 cited in Patel, n.d.). This paper contributes to this area by exploring the effect of religiosity on shopping behaviour of the two genders. Brown’s study (1986) shows that the relationship between religion and retailing at least in Northern Ireland is significant. Siguaw & Simpson’s (1997) study agrees with Brown’s study which both authors indicates that religion had a significant effect on Sunday shopping. Although, the link between religion and vending has already been investigated, but, conversely, there was very little European research, or practically nothing documenting in how men and women is influenced by religion while shopping for groceries on Sundays. 2.7.2 Economic factors The economic factors have a significant influence on the buying decisions of an individual. The economic factors composed of various factors such as personal and family income. Instead the researcher has attempted to focus on government policy concerning opening hours and days for the type of shop. One of the key recommendation, in the public consultation document, suggested that those shops such as grocers and supermarkets be allowed to open on Sundays and public holidays in non-tourist localities from 6.00am to 1.00pm just the same as other shops, located in touristic areas, selling essential items (without having to close on another day). The aforementioned recommendation triggers more competition in the food retail industry. This could probably result in a fall in prices along with several changes to people’s behaviour on Sundays. For example, buyers opt for spending more on food in total, thereby reducing the rate of household saving. As statistics shown, NSO (2008), the total percent of household consumption expenditure on food and non-alcoholic beverages stood at “22.4%” (NSO, 2008). Research has documented that “men, overall, spent more on food than women do,
17
which may reflect the fact that men have earned 2.4% more than women, on average” (Jacobe and Jones, 2009; Dickler, 2016; Jagsi,2013). 2.8 Gender differences in making a consumer decision for purchasing groceries Yet, this research theme is under-researched but through desk research, the researcher found some relevant literature which was carried out by non-EU countries or researchers. In case of India, a new survey conducted by IMRB international finds that “more men than women are taking household decisions on what to buy for groceries or at least influencing the purchase” (Mitra, 2015). The study found about “80% of buying decisions for groceries and other household items are taken by men” (Mitra, 2015). Similarly, Singaporean “men often act as an influencer in the grocery decision-making process” (Piron, 2002). By contrast, in the U.S.A, surveys suggested that 80% of buying decisions for food are taken by women. According to the findings of Mitra’s (2015) study found that the purchase of grocery products were classified into two categories such as packaged food products, where “91%” of men decide what to buy, whereas for beverages, the statistical figure is “92%” (Mitra, 2015). 2.9 Conclusion With economic and social-cultural factors are constantly changing, together with the evolving of shoppers’ attitudes and behaviour towards grocery shopping on a Sunday is ever so present. The aforementioned factors were a few of the examples of research on how buying behaviour can affect gender differently. Although, there has been an increase academic interest in the diverse area of grocery shopping behaviour, the proposed research area is still understudied. Therefore, the researcher suggests for further investigation with regards to the motivational and situational factors that impact a consumer’s decision to shop on Sundays. Also, the disparity in age while shopping for the essential items on Sundays would be a potential area to study in the future.
18
Chapter 3 Methodology
19
Chapter 3 - Methodology: 3.1 Introduction The aim of this study, as shown in chapter one, is to shed light on whether gender differences exist while shopping for groceries on Sundays. For this specific study, the researcher used both primary and secondary data sources. 3.2 Market research One might well argue that there are two different types of market research methods on how to uncover customers’ needs and buying habits. 3.2.1 Primary Data or Field Research Field research is first-hand research that issued for the specific purpose of the study. Primary data entails greater validity. Examples of primary data included surveys, focus groups, personal interviews and observation. Primary data has helped the researcher obtain current views on the subject-matter. This led to data that are more credible. Obviously, one of the disadvantage of field research was more time consuming and rather costly, compared to desk research. 3.2.2 Secondary Data or Desk Research Secondary data included the data collected by the researcher him/herself and was readily available from other sources. Examples of secondary data are research reports, governmental reports, peer-reviewed articles and other academic sources. Secondary data gave accurate views on the subject-matter, and it helped to clarify the research question. The researchers also had easy access to several sources in order to acquire valuable information. Conversely, the disadvantages of secondary data include data that is outdated and not specific to the researcher’s needs. 3.3 Sampling frame A sampling frame can be described as a list containing all the elements of the population dwelling in each area. A perfect frame is when one surveyed and included every element in the population. This was practically impossible to occur due to human limitations.
20
The sampling frame consisted of a set of different types of flaws which are described as follows: •
Incomplete frame - where a large portion of a population was omitted
•
Inadequate frame - which did not include all the members of the target population
3.4 Data Collection Method The method chosen to gather data was quantitative research. Quantitative research is a type of research which lessens data collected in “...quantifiable results...” in such a way that statistical analysis can take place (Garbarino and Holland, 2009). This type of research was utilised because significant amounts of respondents were required. Therefore, one could generalise. The researcher intended to use telephone surveys to gather data. 3.4.1 Advantages of telephone surveys On account of the sample size being rather large the researcher intended to utilise telephone surveys as this led to a higher response rate. Secondly, telephone surveys were considered as cost effective when compared to postal surveys. Furthermore, phone surveys also had a faster response when compared to personal surveys. 3.4.2 Disadvantages of telephone surveys Telephone survey also has limitations. This method did not allow the researcher to go into more in-depth discussions as was the case with other methods (e.g. personal interviews and surveys). The interviewer had less control in the case of phone interviews, since the interviewer could not see the respondent’s facial expression. Eye contact could help to uncover whether responses were truthful or not. This method was relatively time consuming but overall was more cost effective in comparison to postal surveys. This method could also lead to bias since participants could have been tempted to rush into answering the questions. 3.5 Sampling design The researcher used a random selection procedure (i.e. probability sampling) to choose respondents. This technique allowed the researcher to stratify the population by gender. The researcher had a complete list which had been obtained from the 2016 electoral register. It was used to take a random sample of population aged 16 and over to uncover the reasons why they chose to do grocery shopping on Sundays. It was also used to uncover the underlying 21
reasons why buyers did not buy groceries on Sundays. The researcher also tried to examine their spending, buying decisions, and behaviours towards grocery shopping on a Sunday. 3.5.1 Advantage/s of stratified random sampling The below list consists of many advantages of stratified sampling: •
One can generalise from the population
•
It is highly random when compared to multistage sampling
•
It can provide greater precision in comparison to a simple random sampling
3.5.2 Disadvantage/s of stratified random sampling The below list comprises of such disadvantages of stratified sampling: •
Stratified random sampling can only be carried out if there is a complete list of all members, in the target population, from which the sample is selected.
3.6 Questionnaire design The researcher used a combination of open and close-ended questions in the survey. 3.6.1 Open-ended questions Open-ended questions were not restricted to a limited number of responses. Hence, rich detailed answers can be gathered because respondents are free to probe on the research theme. The below list included the advantages of open-ended questions: •
Spontaneous answers
•
They can add on information to the already existing information
•
Better access of respondents’ true feelings and thoughts on the research theme
Conversely, there were also several disadvantages of open-ended questions.
22
•
It was generally time-consuming to analyse spontaneous answers
•
It also required respondents to possess some degree of writing ability
3.6.2 Close-ended questions Close-ended questions were questions which “provided a set of answers in advance from which the respondent could choose” (Businessdictionary, n.d.). The below list included the advantages of close-ended questions: •
It is simple, easy and quick for the respondent to answer
•
The responses of different participants are coded hence it makes life easier than ever to analyse and interpret the data.
•
The response options given to respondents can spell out question meaning.
•
Respondents are more probably to answer about sensitive topics, using close ended questions.
Conversely, there were also many disadvantages of close-ended questions. •
The respondents were unable to give their thoughts on the subject matter when they had to choose from the given criteria.
•
The researcher can cause bias through the way that the questions are constructed
3.7 Pilot Study Before carrying out the actual surveys to the sample needed, a pilot study of the survey was conducted to identify any leading or ambiguous questions, to ensure that instructions are clear in the survey. Furthermore, it also ensured that all issues associated with the study were resolved. A pilot study was conducted among six individuals who were conveniently chosen by the researcher. The scope of a pilot study was to shed some light on issues related to understanding and flow of the questionnaire. The participants selected to take part in the pilot study pointed out “some minor misunderstandings in the series of questions asked, such as ambiguous questions and some jargon words” (Attard, 2011). The researcher reviewed the questionnaire and changed specific jargon so that it would be easier to understand and follow.
23
3.8 Reliability and Validity In a quantitative research, testing for validity and reliability was an integral part in developing research measures. The aspect of reliability was featured through probability sampling to select a random sample of participants; thus, this method gave an equal chance to all participants. This technique allowed the researcher to generalise from the population. The scope of a pilot testing was purely carried out for validity purposes. This means that the questions within the survey was reviewed by numerous individuals with different backgrounds so that to avoid ambiguous and misleading questions which eventually it can lead to an invalid data (Golafshani, 2003). Lastly, as identified above, the ideologies of “…validity and reliability were fundamental cornerstones…” of conducting a quantitative research (Anon, n.d.). 3.9 Sample size The
sample
size
was
determined
by
using
the
sample
size
calculator,
(http://www.surveysystem.com/sscalc.htm). This tool is made up of the following two terms which are confidence level of 95% and a confidence interval of 5% for an infinite population, 311,954 residents in Malta aged 16+. Primarily, the researcher utilised the 2016 electoral register, sorting the Maltese citizens by gender, inputting everything on excel to take a sample of participants. The sample size needed was 384. The total number of participants was randomly selected. The study consisted of 192 females and 192 males. Therefore, the main reason for selecting proportionate stratified random sampling was that this technique “...reduces selection bias” (Anon, 2017). This meant that the sample size reflected the population surveyed in view of the variable used for stratification.
24
3.10 Questionnaire The questionnaire is included in appendix B. 3.10.1 Limitation/s of the survey The chosen method to gather data presented a limitation to the researcher in the sense that he had to repeat the columns of the rating scale questions to avoid such instances of participants are answering just for the sake of giving an answer. This was one of the few limitations encountered in the phone survey. 3.11 Methods of statistical analysis or summarising data The raw data had to be analysed and interpreted appropriately by using descriptive statistics. It illustrated the characteristics of a required data set within a study, which deems to be a representation of the total population. The measures of location and dispersion were used to summarise and represent a set of data with ordinal (having a ranking order and a 5-point Likert scale), nominal (questions with non-numeric options like Yes/No categories) and discrete (having numeric and continuous data). 3.12 Statistical tests used Inferential statistics attempts to make predictions about a population based upon a sample data taken from people’s perceptions on the subject-matter. Inferential statistics can be classified into two. Parametric tests can be used on data with ratio or interval scale of measurement and only if there is a normal distribution. Non-parametric tests can be used on frequencies or data with nominal, ordinal, interval or ratio scale of measurement and only if the distribution is non-normal or unknown. In conclusion to, the research has utilised chi square, as to analyse the relationship between variables, and t-test between the means. 3.13 Conclusion The research strategy and methodology was to make generalisation from a sample of the target population. The questions which were asked via phone comprised two important variables. These two factors pertain to gender and consumer behaviour both of which significantly influence how males and females perceive shopping for groceries on Sundays. In relation to the research theme it was of utmost importance to associate the aforesaid two factors in order to attain a clearer overview of the Maltese market. 25
Chapter 4 Results and Findings
26
Chapter 4 - Results and findings: 4.1 Introduction The method chosen to gather data was quantitative data analysis namely of telephone surveys. The process of data collection was carried out before the Easter holidays so that the researcher would be able to present the analysis of the results in the set timeframe. The aforesaid duration has been selected because festive events for example of Easter Sundays affected consumer buying behaviours. This means that customers tend to buy grocery items that would not normally buy. Hence, to lessen these fluctuations in buying behaviours, and obtain a reliable and valuable data, these periods were avoided. For the data collection, the researcher uses a probability sampling namely proportionate stratified random sampling as well as systematic sampling to stratify the population by gender. The researcher has taken a sample which is made up of 192 females and 192 males from the 2016 electoral register and phoned the participants during decent hours in different days of the week. This was done to reach out everyone because of most of the participants will not be back home before five o’ clock in the evening because s/he worked or attend an academic course. 4.2 Response rate The response rate of this telephone survey was a 100%. Thus, those customers who bought grocery items on Sundays and those who have never bought groceries on Sundays were all interviewed and so all persons who phoned all gave decent responses. The 100% response rate was possible due to the access of the telephone directory.
27
4.3 Demographics Primarily, the researcher will discuss all findings, including demographics, resulting from the analysis of data collection. This mainly includes: 4.3.1 Gender and age cross tabulation Age
Gender Male
Total
Female
No.
%
No.
%
No.
%
16-25
51
27
45
23
96
25
26-35
45
23
52
27
97
25
36-45
43
22
41
21
84
22
46-55
31
16
23
12
54
14
56-65
13
7
22
12
35
9
66+
9
5
9
5
18
5
Total
192
100
192
100
384
100
Table 4.1 - Gender and Age cross tabulation The graph below shows the findings regarding gender and age of the respondents.
Males 7%
5% 27%
16%
16-25
26-35 36-45 22%
23%
46-55 56-65 66+
Figure 4.1 - Age of male respondents 28
Females 5% 12%
23%
16-25 26-35
12%
36-45 21%
27%
46-55 56-65 66+
Figure 4.2 - Age of female respondents Table 4.1 shows the percentage of age distribution of both males and females. Overall, most of the participants was aged between 16 and 45 years. The researcher delved deeper into a topic vis-à-vis the age distribution of males. In fact, the highest percent, 27%, of males were aged between 16 and 25 years. The percentage of males aged between 26 and 35 years is quite close to those aged between 36 and 45 years, 23% and 22% respectively. Similarly, the two explicit age groups which were also rather close in percentage was the latter two. In fact, 7% of males aged between 56 and 65 years whereas with only 5% aged 66 years and over. There were significant shifts in the age distribution of female participants when compared to the age distribution of males except for those aged 66 years and over. In fact, there were 27% of female participants aged between 26 and 35 years. This stratum represents 52 out of 192 female participants were older than males. Then, the percentage of females aged between 16 and 25 years is rather close to those aged between 36 and 45 years, 23% and 21% respectively. Followed by, there were two stratums that got the exact percent, namely 12% each, whereas with only 5% of female participants aged 66 years and over. Lastly, the average age of men were 37 years old in contrast to 38 years old for women. In case of the standard deviation, the sample standard deviation of males, 94 years, is much
29
larger than that of females, 83 years, because the latter three values, as shown in table 4.1, which named as outliers will skewed the dispersion of the data. 4.3.2 Gender and level of education cross tabulation Education
Gender Male
Total
Female
No.
%
No.
%
No.
%
Primary
0
0
2
1
2
1
Secondary
87
45
83
43
170
44
Post-secondary
10
5
16
8
26
7
Tertiary
95
50
91
48
186
48
Total
192
100
192
100
384
100
Table 4.2 - Gender and Education The graph below shows the findings regarding gender and education of the respondents.
Males Secondary
Post-secondary
Tertiary
45%
50%
5%
Figure 4.3 - Level of education attained by male respondents
30
Females Primary
Secondary
Post-secondary
Tertiary
1%
43%
48%
8%
Figure 4.4 - Level of education attained by female respondents Table 4.2 shows the level of education attained by both males and females. Overall, there were more males than females who had completed secondary education as well as tertiary education. This contradicts the previous literature which the researcher has documented in the, chapter two of this study, literature review. As shown in the above table, table 4.2, the variable was broken into primary, secondary, postsecondary and tertiary education. Tertiary will further split into two including undergraduate and postgraduate students. In fact, 50% of males had attained tertiary education. Most of them were undergraduate and few were postgraduate students. Furthermore, a significant portion of males, 45%, were attained secondary education. Conversely, 10 out of 192 male participants attained and finished a course in a post-secondary school. In fact, 48%, almost half, of the female respondents attained tertiary education. Then, there were 43% of females who had attained secondary education whereas with only 8% of females who had attained and finished at a post-secondary level of education. Lastly, the researcher concludes that 382 out of 384 participants had at least attained and completed the compulsory education. 31
4.3.3 Gender and occupation cross tabulation Occupation
Gender Male No.
Total
Female %
No.
%
No.
%
Full-time student 11
5.73
9
4.69
20
5.21
Full-time student 9 and part-time worker
4.69
15
7.81
24
6.25
Stay at home parent
1
0.52
55
28.65
56
14.58
Self-employed
8
4.17
2
1.04
10
2.6
Full-time worker 144
75.00
80
41.67
224
58.33
Full-time worker 1 and part-time student
0.52
3
1.56
4
1.04
Retired
15
7.81
14
7.29
29
7.55
Other
3
1.56
14
7.29
17
4.43
Total
192
100
192
100
384
100
Table 4.3 – Gender and Occupation The graph below shows the findings regarding gender and education of the respondents
32
Number of respondents
Occupation by gender 160 140 120 100 80 60 40 20 0
Male Female
Occupation
Figure 4.5 - Occupation by gender Table 4.3 shows the occupation of both males and females. Overall, 224 out of 384 respondents were employed as a full-time. Then, there were three categories which hover around 5-7%. The research findings of this research showed that 75% of males while only 42% of females worked full-time. The researcher delved deeper into a topic such that 52% of men, whereas with only 48% of women, aged 26-35 worked full-time. Therefore, the researcher further declares that the gender gap in employment remains within the Maltese society. This is proven by the fact that 29% of females were surveyed are there still stay at home to almost 1% of males. Furthermore, this gap in employment also exists in the number of people who registered as a self-employed. In fact, males were four times as much as females who took part in this survey and are registered as self-employed. Finally, the researcher believes that this traditional gender ideology of men as the primary breadwinners and women as housewives will undergo a radical shift over the upcoming years.
33
4.4 Addressing the research hypotheses In this chapter, the researcher had pointed out seven hypotheses. Although, the sample size was composed of 384 respondents, the researcher took 317 respondents, as the grand total for the first hypothesis, to stick with the research theme. So, the remaining number of participants represent the category named as ‘Both’. 4.4.1 Hypotheses H1-H7 The first hypotheses (H1)- There is a relationship between gender and the likelihood to shop for groceries on Sundays. As shown below, a simple cross tabulation was drawn to indicate the responses gathered to address the first hypotheses statement. Cross tabulation of gender and the likelihood to shop for groceries on Sundays The likelihood to shop for groceries Male on Sundays No.
Gender
Total
%
No.
%
No.
%
Yes
61
45
116
64
177
56
No
74
55
66
36
140
44
Total
135
100
182
100
317
100
Female
Table 4.4 - Gender and the likelihood to shop for groceries on Sundays The graph below shows the findings obtained for H1.
34
Gender vs the likelihood to shop for groceries on Sundays Number of respondents
140 120 100 80
Yes
60
No
40 20 0
Male
Female Gender
Figure 4.6 - Gender and the likelihood to shop for groceries on Sundays Overall, as shown in table 4.4, more women are buying groceries on Sundays than men. In fact, 64% of female participants were surveyed whereas with only 45% of male participants have gone shopping for groceries on Sundays. The chi square test was used to determine if there a significant relationship or association between two categorical variables. This test can be used with variables measured on any type of scale namely nominal, ordinal, interval and ratio. Therefore, through the aforesaid statistical test, the researcher discovered that null hypothesis is rejected hence an effect is present. As such, there is sufficient evidence at 0.05 level of significance of a difference between gender and the likelihood to shop for groceries on Sundays since the chi square statistic 10.81 is greater than the critical value 3.841. The second hypotheses (H2) - There is a correlation between gender and the motive of shopping for groceries on Sundays. As shown below, a simple cross tabulation was drawn to indicate the responses gathered to address the second hypotheses statement.
35
Cross tabulation of gender and the motive of shopping for groceries on Sundays The motive of shopping for groceries on Sundays
Gender Male
Total
Female
No.
%
No.
%
No.
%
Fresh products
0
0
34
29
34
19
Most convenient for me
18
30
29
25
47
27
My only free day 0
0
3
2
3
2
Shop is less crowded
15
25
18
16
33
18
Other
28
45
32
28
60
34
Total
61
100
116
100
177
100
Table 4.5 - Gender and the motive of shopping for groceries on Sundays The graph below shows the findings obtained for H2.
Gender vs main reasons indicated for buying groceries on Sundays 40 Number of respondents
35 30 25 20 15
Male
10
Female
5 0 Fresh Most My only Shop is Other products convenient free day less for me crowded Main reasons for buying groceries on Sundays
Figure 4.7 - Gender and the motive of shopping for groceries on Sundays 36
Overall, as shown in table 4.4, women have outnumbered males by almost double as their prime motive was to buy fresh products. Of course, 29% far exceeded the sixteen percent of females who say they shop on Sundays because of the shop is less crowded. Of these, 29% of females, which most of them argue that the human being need food to survive, therefore one should be liable for shopping at least the daily necessities on Sundays. The chi square statistic was used and once again the researcher has discovered that null hypothesis is rejected hence an effect is present. In fact, there is sufficient evidence at 0.05 level of significance of a difference between gender and the motive of shopping for groceries on Sundays since the chi square statistic 25.49 exceeds the critical value 9.488. The third hypotheses (H3) - There is an association between gender and type of outlet to shop for groceries on Sundays. As shown below, a simple cross tabulation was drawn to indicate the responses gathered to address the third hypotheses statement. Cross tabulation of gender and type of outlet The type of outlet
Gender Male
Total
Female
No.
%
No.
%
No.
%
Supermarket
13
21
19
16
32
18
Convenience stores
17
28
25
22
42
24
Other
31
51
72
62
103
58
Total
61
100
116
100
177
100
Table 4.6 - Gender and type of outlet The graph below shows the findings obtained for H3.
37
Figure 4.8 - Gender and type of outlet As shown in table 4.6, 103 out of 177 respondents, 58%, would have preferred buying at other stores such as Maypole and Confectioneries. This category is made up of 62% of females whereas with only 51% of males. This is so because many shoppers, namely the females are more likely than males to, seek convenience. Furthermore, 21% of males preferred buying, groceries on Sundays, at supermarket whereas only 16% of females, which is a very minor difference. The chi square statistic was used and in fact the researcher has discovered that null hypothesis is not rejected hence there is a weak evidence at 0.05 level of significance of a difference between gender and the preferred type of outlet to shop for groceries on Sundays since the chi square statistic 2.08 is less than the critical value 5.991.
38
The fourth hypotheses (H4) - There is a relationship between gender and products purchased on Sundays. As shown below, a simple cross tabulation was drawn to indicate the responses gathered to address the fourth hypotheses statement. Cross tabulation of gender and products purchased on Sundays Products purchased on Sundays
Gender Male
Total
Female
No.
%
No.
%
No.
%
Bakery
11
18
45
39
56
32
Fresh food
14
23
12
10
26
15
Beverages
7
11
22
19
29
16
Food cupboard
12
20
5
4
17
10
Frozen food
6
10
7
6
13
7
For your home, pet and household products
5
8
17
15
22
12
Baby, health and beauty products
6
10
8
7
14
8
Total
61
100
116
100
177
100
Table 4.7- Gender and products purchased on Sundays The graph below shows the findings obtained for H4.
39
Gender differences in buying for groceries on Sundays Baby, health and beauty products
Grocery items
For your home, pet and household products Frozen food Food cupboard
Female Male
Beverages Fresh food Bakery 0
10 20 30 40 50 Number of Sunday grocery shoppers
Figure 4.9 - Gender and products purchased on Sundays As shown in table 4.7, almost half of the total number of female respondents, 39%, whereas only 18% of males bought bakery on Sundays. Most likely they bought bakery at Confectionaries or Maypole on Sundays. On the contrary, the least popular products among Sunday grocery shoppers were frozen, baby and health beauty products. In fact, the findings of this study showed that men are slightly more likely to buy these products than women. The chi square statistic was used and therefore the researcher has discovered that null hypothesis is rejected hence an effect is present. In fact, there is sufficient evidence at 0.05 level of significance of a difference between gender and the products purchased on Sundays since the chi square statistic 23.52 exceeds the critical value 12.592.
40
The fifth hypotheses (H5) - There is a correlation between gender and time of day to shop for groceries on Sundays. As shown below, a simple cross tabulation was drawn to indicate the responses gathered to address the fifth hypotheses statement. Cross tabulation of gender and time of day to shop for groceries on Sundays Time of day
Gender Male
Total
Female
No.
%
No.
%
No.
%
Morning
21
35
61
53
82
46
Afternoon
24
39
15
13
39
22
Evening
16
26
40
34
56
32
Total
61
100
116
100
177
100
Table 4.8 – Gender and the time of day to shop for groceries on Sundays The graph below shows the findings obtained for H5.
Preferred time of day of a sample of Sunday grocery shoppers Female
Male
Time of day
Evening
Afternoon
Morning 0
10
20
30 40 Number of respondents
50
Figure 4.10 - Gender and the time of day to shop for groceries on Sundays
41
60
70
As shown in table 4.8, well over half of the females’ respondents, 53%, whereas only 35% of males go shopping for groceries on Sundays early in the morning. In contrast, as clearly shown above, there were 39% of males, three times as much as females go shopping for groceries on Sundays in the afternoon. The chi square statistic was used and therefore the researcher has discovered that null hypothesis is rejected hence an effect is present. In fact, there is sufficient evidence at 0.05 level of significance of a difference between gender and the preferred time of day to shop for groceries on Sundays since the chi square statistic 16.37 exceeds the critical value 5.991. The sixth hypotheses (H6) - On Sundays, males spend more money on groceries than females. As shown below, a simple cross tabulation was drawn to indicate the responses gathered to address the sixth hypotheses statement. Cross tabulation of gender and spending on groceries during your last Sunday grocery shopping Spending on groceries
Gender Male
Total
Female
No.
%
No.
%
No.
%
€0 - €40
17
28
106
91
123
69
€41 - €80
32
52
10
9
42
24
€81 - €120
12
20
0
0
12
7
Total
61
100
116
100
177
100
Table 4.9 – Gender and spending on groceries on Sundays The graph below shows the findings obtained for H6.
42
Spending on food among a sample of Sunday grocery shoppers
Number of respondents
120 100 80 60
Male
40
Female
20 0 €0 - €40
€41 - €80 €81 - €120 Spending on food
Figure 4.11 - Gender and spending on groceries on Sundays Table 4.9 shows the difference in spending between men and women while shopping for groceries on Sundays. As shown above, males, overall, tend to spend more money on groceries in comparison to female Sunday grocery shoppers. In fact, 20% of males spent between €81 and €120 on Sundays. Furthermore, the trend continued to appear such that 52% of Sunday grocery shoppers are males, when compared to 9% of females, who spent approximately in groceries between €41 and €80. As such, the researcher utilised a few statistical tests such as measures of location, namely mean and standard deviation, and parametric test namely two sample t-test to test whether males spent more money on groceries than females. In fact, on average, males spent €57.08 whereas females spent €23.49 on groceries especially when concerning Sundays. Also, the standard deviation of male, stood at €27.58 whereas the standard deviation of female, Sunday grocery shoppers, accounts for €11.37. Although, at first look, the standard deviation of female seems less dispersed from the mean, but in reality, the stratum has outliers which skewed the distribution of the data. As mentioned above, two sample t-test was used to test the difference between the means. Therefore, there is enough evidence to reject the null hypothesis at the 0.05 level of significance since the t-statistic 9.11 is outside the acceptance region ±1.6666. Therefore, the 43
researcher has discovered that, on Sundays, males spent more money on groceries than females. The seventh hypotheses (H7) - Factors affecting the spending habits of Sunday grocery shoppers As shown below, a simple cross tabulation was drawn to indicate the responses gathered in order to address the seventh hypotheses statement. Cross tabulation of gender and factors affecting the spending habits of Sunday grocery shoppers Factors
Gender Male
Total
Female
No.
%
No.
%
No.
%
7
12
15
13
22
12
Positive emotions 2 towards grocery shopping on Sundays
3
8
7
10
6
Need to buy
17
28
36
31
53
30
Other
35
57
57
49
92
52
Total
61
100
116
100
177
100
Past experience
Table 4.10 - Gender and factors affecting the spending habits of Sunday grocery shopper The graph below shows the findings obtained for H7.
44
Number of respondents
Gender vs factors affecting the spending habits 60 50 40 30
Male
20
Female
10 0 Past Positive Need to Other experience emotions buy towards grocery shopping on Sundays Factors that infleunce a purchase
Figure 4.12 - Gender and factors affecting the spending habits of Sunday grocery shoppers Table 4.10 represents the factors affecting the spending habits of Sunday grocery shoppers. Overall, the difference between the percentages of males and females were minor. In fact, 57% of males are more likely to be influenced by other factors than 49% females. Conversely, there were 7% of females who based their decision to buy on positive feelings with only 3% of males. The chi square statistic was used to test whether factors affect the spending habits of Sunday grocery shoppers. Therefore, there is not enough evidence at 0.05 level of significance that factors affect the spending habits of Sunday grocery shoppers since the chi square statistic 1.65 is less than the critical value 7.815. Therefore, one can conclude that these factors are independent on spending habits of Sunday grocery shoppers. In other simple words, the aforementioned factors do not trigger either a purchase or determine how much do they spend on groceries while shopping on Sundays. The findings of this study will lead to discuss their implications in the next chapter, namely discussion, conclusion and recommendation section. 45
Chapter
5
-
Discussion, conclusion
and
recommendation s: 46
Chapter 5 - Discussion, conclusion and recommendations: 5.1 Introduction The aim of this study was to shed light on whether gender difference exist while shopping for groceries on Sundays. The researcher tried to understand the basic concept of consumer behaviour which was important to point out the dynamics that cause changes in buying behaviours, decisions and spending for groceries on Sundays. This chapter has explained the correlation between the attained findings and research results. 5.1.1 Consumer behaviour It is a process of using, purchasing, consuming and disposing of goods and services in accordance to their needs. 5.2 Social factors that affect consumer behaviour The findings of the research showed that, overall, most females involved in this research were solely liable for doing household chores including grocery shopping on Sundays. In fact, research results indicated that 64% of females shopping for groceries on Sundays whereas with only 45% of males. On the other hand, a clear trend derived from this research is that of many grocery shoppers mostly young ones shared the household tasks with the spouse regardless of one’s occupation. Furthermore, the researcher revealed that the younger males involved in this study were increased their involvement in household tasks especially when it comes to shopping for groceries on Sundays such that 28% of shoppers, which mainly are composed of millennials, do their grocery shopping together. According to a new survey carried out by the Working Mother Research Institute reported that millennial men were more likely than previously thought to undertake housework, including grocery shopping (Holland, 2015). This is so due to numerous factors, which evolve over the years, such as egalitarianism, the rise of female’s enrolment in higher education and so all the facts identified above will lead to more women entered in the world of work. Therefore, as a direct consequence, “men should shop for groceries not by choice but as a need” (Davis and Bell, 1991 cited in Attard, 2011).
47
5.3 Other factors, apart from social factors, that affect consumer purchase decision and behaviour Theoretically, there were three factors, namely economic, functional and psychological, but this research proved that there were more than three factors, that trigger a purchase decision. The findings of this research found that 52% of the participants who were surveyed were based their buying decisions on other relevant factors. In fact, the results of this research showed that 49% of female shoppers decide to shop for groceries on Sundays due to several factors such as good weather conditions, shop is less crowded, and long opening hours to satisfy customer’s needs. Whereas, 57% of male shoppers based their decision upon good weather conditions, wider choice of products, good parking facilities, convenient time and the retail was close to my vicinity. Therefore, the above identified evaluation showed that both genders tend to shop from the preferred type of outlet when having good weather conditions. Lastly, the researcher concluded that most of the males involved in this research were lazy as well as they seek convenience. 5.4 The buying behaviour of Sunday grocery shopper The behaviour of gender differs also in products purchased on Sundays. The researcher revealed that 58% of females were more likely than males, to buy daily necessities including bakery and non-alcoholic beverages from the indicated type of outlet. Whereas, 43% of males were more likely than females to buy fresh foods and food cupboard from the indicated type of outlet. Therefore, the researcher concluded that the recognition of a need differs between men and women while shopping for groceries on Sundays. Thus, the retailer should stockpile all the aforesaid necessities to satisfy Sunday grocery shoppers. Additionally, the findings of this research further assert that 61 out of 82 Sunday grocery shoppers were females. The aforesaid number of females involved in the study tend to buy groceries on a Sunday morning so that they can buy the necessities to prepare a meal for Sunday itself. On the contrary, males more than females preferred to shop for groceries in the afternoon, such that the majority bought groceries items from convenience stores. 5.5 Spending on food between men and women Overall, 63%, of Sunday grocery shoppers usually spent not more than €40.00, especially a family of three. In fact, 91 out of 100 as a percentage of females kept within the budget identified above whereas males tend to spend more on food specifically on Sundays. The 48
findings of the research revealed that 27% of males aged between 26-35 years were not influenced by the price hence they mostly seek for quality and branded items while shopping for groceries on Sundays. 5.6 Conclusion This study proved that there were gender differences in consumer decision making and behaviour while shopping for groceries on Sundays. The researcher concluded that men shop differently than women on Sundays. The researcher further asserted that the males involved in the study tend to spend more money on food than females. Also, most of the males tend to avoid a frequent grocery trips, especially in warm temperatures, therefore, they tend to buy long shelf life products. On the contrary, females seemed to be more straightforward to take on grocery shopping on Sundays therefore they tend to shop little and often for groceries. The researcher also concluded that women in Maltese society still dominate the activity of grocery shopping even if a feminine who was the primary breadwinner for their household take on the bulk of the chores, whereas males seek convenience vis-à-vis shopping for groceries on Sundays. 5.7 Research limitations •
The researcher has a limited amount of resources for submitting this dissertation paper. Therefore, it is so important to master a skill, namely time management, so that the researcher would be able to find a balance between work and life as well as meeting such academic deadlines on time.
•
The researcher would have encountered with a lack of prior research studies on the topic especially within Europe. Therefore, the researcher suggests a few areas for further research because the research theme, i.e. consumer behaviour in relation to shopping for groceries on Sundays, was new so far.
49
5.8 Recommendations This study was carried out to provide a better understanding of recent behaviours in relation to grocery shopping on Sundays, and gender differences. 5.8.1 Areas for further research •
However, in future studies, it would be interesting to analyse the role of men, in a busy world, when it comes to grocery shopping. This study aimed to investigate the gender role by interviewing a few males who occupied higher levels of job to uncover their buying behaviour and decisions towards groceries.
•
For future studies, it would be interesting to examine the individuals of different age groups, who play a role in the buying decisions for groceries on Sundays. Obviously, one might take a durable approach for instance focussing on a stratum of age and particularly to one area of location.
•
In future studies, it would be interesting to investigate social class in consumer behaviour in relation to shopping for groceries on Sundays. The research might opt to stratify the population by upper class, upper middle class, lower middle class and lower class. Of course, one might take a durable approach for instance focussing only on the middle-class dwell in the three cities.
•
In future studies, it would be interesting to uncover the household consumption expenditure on food and non-alcoholic by size of households. In order words, households’ size affects the spending patterns on groceries.
•
In future studies, the researcher suggests examining the motivational and situational factors that impact a consumer’s decision to shop on Sundays.
•
Therefore, in future studies, it would be interesting to investigate the bargaining power of buyers and suppliers in food retail.
50
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