Men And Women’s Attitudes To Catalog Shopping Do Not Differ

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Hypothesis: Men and women’s attitudes to catalog shopping do not differ.
The following table shows that men and women do not shop differently



Shopping issue

Male shoppers

Female shoppers




Shopping attitude

Less positive

More positive (H1)

Money spent

More (H4)

Less

Time spent/freq shopping

Less

More (H2, H3)

Purchase of apparel and fashion

Less

More (H5)

Shopping orientation

Utilitarian (H6)

Window-shopping/Economic/Recreational



(H7, H8, H9)




The data we collected on the category scale consisted of demographic data such as age, gender, education, marital status, family income, and occupation. In addition, the time and money spent in the shopping mall and the frequency of mall visits were some of the aspects we took care of. We used a five-point Likert-type scale in order to determine the frequency with which men and women bought fashion-related merchandise. We carried out a questionnaire survey for collecting empirical data so that the hypothesis could be tested statistically. For this purpose, we piloted on the student sample of 300. Because of the nature of this research work, we gave preference to the mall intercept data collection, and the interviews were purely exit interviews. Information was collected during business hours of the shopping mall (11 a.m. to 11 p.m.). We tried to fill one-third of the questionnaires by the mid-morning hours, and the rest of the work was done by the late afternoon and after 7 p.m.
We considered that the visitors of this mall differed substantially along with the variables of interest; thus, the data we collected was based on equal numbers of weekdays and weekends at each destination. We noticed that participation in the data collection process at some locations was voluntary. We promised that the individual details would be kept private.
Men and women’s attitudes to catalogue shopping do not differ


S.J. Kuruvilla et al.

Table 2 Results of factor analysis of shopping orientation items









Factor loading Eigenvalue

Percent of variance

Alpha





Factor 1: The utilitarian shopper

4.004

23.555

0.767

I visit the mall when I need to buy something urgently (Sample item)

0.783



Factor 2: The window shopper

1.966

11.567

0.624

I love buying products of the same category whenever I need them (sample item)

0.714



Factor 3: The economic shopper

1.731

10.184

0.735

I often look for products whose prices are lower than others (sample item)

0.858



Factor 4: The recreational shopper