Issue

Vol. 11 No. 2 (2021): UED Journal of Social Sciences, Humanities and Education

Date Log

Submitted
Jun 5, 2021
Accepted
Jul 22, 2021
Published
Dec 31, 2021

GENDER AND MARKET: A SOCIOLOGICAL ANALYSIS OF COMPARISON BETWEEN TRADITIONAL MARKET AND SHOPPING MALL

https://doi.org/10.47393/jshe.v11i2.982
Aayushi Verma
aayushivermajnu01@gmail.com
Department of Sociology, University of Lucknow, India
Pawan Kumar Misra
Department of Sociology, University of Lucknow, India

Corresponding Author(s) : Aayushi Verma

aayushivermajnu01@gmail.com

UED Journal of Social Sciences, Humanities and Education, Vol. 11 No. 2 (2021): UED Journal of Social Sciences, Humanities and Education

Abstract

This investigation attempts to discover the factors liable for various purchasing conduct of customers of traditional market (tribal market and rural market) and shopping centre and how sexual orientation assumes a significant part in the buyers purchasing motives and decisions. This paper takes into account an assortment of factors that keep on affecting the purchasing motives and decisions with changing marketplaces and with respect to gender contrasts. It investigates how sexual orientation in different aspects are associated with market be it as a consumer or in workforce. The paper likewise examines, how even the items and brands are gendered. This study further investigates shopping propensities in different types of markets in India and endeavours to recognize and differentiate potential contrasts between genders utilizing various studies. The paper attempts to analyse various previous investigations regarding two unique sorts of market and tried to understand consuming behaviour of patrons on these two types of markets.

Keywords

shopping mall; rural market; tribal market; gender.
Aayushi Verma, & Pawan Kumar Misra. (2021). GENDER AND MARKET: A SOCIOLOGICAL ANALYSIS OF COMPARISON BETWEEN TRADITIONAL MARKET AND SHOPPING MALL. UED Journal of Social Sciences, Humanities and Education, 11(2), 1-10. https://doi.org/10.47393/jshe.v11i2.982
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX
References
  1. Alreck, P., & Settle, R. (2002). Gender effects on Internet, catalogue and store shopping. Journal of Database Marketing, 9, 150-162. https://doi.org/ 10.1057/palgrave.jdm.3240071
  2. Armstrong, G., & Kotler, P. (2005). Marketing: An introduction. Pearson/Prentice Hall.
  3. Avery, J. (2012). Defending the markers of masculinity: Consumer resistance to brand gender-bending. International Journal of Research in Marketing, 29(4), 322-336. https://doi.org/10.1016/j.ijresmar. 2012.04.005
  4. Awalia, H. (2017). Hyperreality on Onlineshop: Shopaholic Generation in Indonesia. Jurnal Komunikasi Profesional, 1(1), 73-91. https://doi. org/10.25139/jkp.v1i2.423
  5. Babin, B. J., & Boles, J. S. (1998). Employee behavior in a service environment: A model and test of potential differences between men and women. Journal of Marketing, 62(2), 77-91. https://doi.org /10.2307/1252162
  6. Boas, F. (1941). Race, Language and Culture. Science Education, 25(5), 296. https://doi.org/10.1002/ sce.3730250539
  7. Campbell, C. (1997). Shopping, pleasure and the sex war. In P. Falk & C. Campbell, The Shopping Experience? (pp. 166-176).
  8. Chakraborty, P. (2018). Social Impact of Cock Fight: The Study among the Santals. Research Journal of Humanities and Social Sciences, 9, 754-758. https://doi.org/10.5958/2321-5828.2018.00126.2
  9. Chatterjee, P. (2020). Improving menstrual hygiene among adolescent girls in India. The Lancet Child & Adolescent Health, 4(6), 422-423. https://doi.org/10.1016/S2352-4642(20)30142-5
  10. Das, S. (2018). Rural Market and Marketing. 8, 5144-5170.
  11. Dholakia, R. R. (1999). Going shopping: Key determinants of shopping behaviors and motivations. International Journal of Retail & Distribution Management, 27(4), 154-165. https://doi.org/10.1108/09590559910268499
  12. Fischer, E., & Gainer, B. (1994). Masculinity and the consumption of organized sports. In A. Costa, Gender issues and consumer behavior (84-103). SAGE Publications.
  13. Haiyan, H., & Jasper, C. R. (2004). Men and Women: A Comparison of Shopping Mall Behavior. Journal of Shopping Center Research, 11, 113-123.
  14. Heermann, T. (2010, February 14). 4 Gender Differences in Marketing Approach. Market It Write. https://www.marketitwrite.com/4-gender-differences-in-marketing-approach/
  15. Hilton, M. (2002). The Female Consumer and the Politics of Consumption in Twentieth-Century Britain. The Historical Journal, 45(1), 103-128.
  16. Holland, T. A. (2006, February 22). 7 Powerful Insights for Marketing to Women. StartupNation. https://startupnation.com/start-your-business/plan-your-business/marketing-to-women/
  17. Jha, M. (2013). A study on the rural consumer buying behaviour in Bihar. 2(2), 172-182.
  18. Kaiser, E. (2019). Chhattisgarh tribal women sell organic products online, strike gold. The New Indian Express. https://www.newindianexpress. com/nation/2019/sep/08/chhattisgarhs-tribal-women-cooperative-collaborates-with-amazon-india-2030671.html
  19. Kar, S. S., & Kumar, D. (2008). Marketing to Indian Rural Women: Challenge, Opportunity and Strategy. Management and Labour Studies, 33(3), 396-409. https://doi.org/10.1177/0258042X0803300306
  20. Karmakar, R. (2006, December 13). Women are market forces. Hindustan Times. https://www.hindust antimes.com/india/women-are-market-forces/story-o92uVtwUtWE91FnQZdDRpJ.html
  21. Kraft, H., & Weber, J. M. (2012). A Look at Gender Differences and Marketing Implications. Undefined, 3(21), 247-253.
  22. Laermans, R. (1993). Learning to Consume: Early Department Stores and the Shaping of the Modern Consumer Culture (1860-1914). Theory, Culture & Society, 10(4), 79-102. https://doi.org/10.1177/ 026327693010004005
  23. Lal, B. S., Sreeranga, N., & Kavitha, G. (2020). Spending Pattern on Cosmetic Products in Rural Areas: A Case Study. 10, 1-6.
  24. Levit, M. (2012). The Difference Between Men and Women. http://www.evancarmichael.com/Branding/69/The-Difference-Between-Men-and-Women.html
  25. Lunt, P. K., & Livingstone, S. (1992). Mass consumption and personal identity: Everyday economic experience. Open University Press. http://mcgraw-hill.co.uk/openup/
  26. McCrohan, D. (2011). India’s Tribal village market. BBC Travel. http://www.bbc.com/travel/story/2 0110624-the-village-markets-with-a-tribal-twist
  27. Moore, R. J. (2008). He Said, She Said: Marketing to the Sexes. http://dynamicgraphics.com/dgm/Article/ 28851/index.html
  28. Okoroafo, S. C., Koh, A. C., & Gammoh, B. S. (2010). Gender Differences in Perceptions of the Marketing Stimuli of Family Owned Businesses (FOBs). Undefined. https://www.semanticscholar.org/ paper/Gender-Differences-in-Perceptions-of-the-Marketing-Okoroafo-Koh/ce8ea05ebfb1bd65e274 99010fd718e9cfbf2366
  29. Paria, B., Bhattacharyya, A., & Das, S. (2014). A comparative study on menstrual hygiene among urban and rural adolescent girls of West Bengal. Journal of Family Medicine and Primary Care, 3(4), 413. https://doi.org/10.4103/2249-4863. 148131
  30. Pettinger, L. (2005). Gendered Work Meets Gendered Goods: Selling and Service in Clothing Retail. Gender, Work & Organization, 12, 460-478. https://doi.org/10.1111/j.1468-0432.2005.00284.x
  31. Pitt, M., & Musa, Z. N. (2009). Towards defining shopping centres and their management systems. Journal of Retail & Leisure Property, 8(1), 39-55. https://doi.org/10.1057/rlp.2008.25
  32. Polanyi, K. (1945). The Great Transformation: The Political and Economic Origins of Our Time (2nd ed. edition). Gollancz.
  33. Purkayastha, N. (2019). Weekly market: A micro level study on Byrnihat Market in Ri-bhoi district of Meghalaya. EPRA International Journal of Multidisciplinary Research (IJMR), 5(12), 123-130.
  34. Reid, R., & Brown, S. (1996). I hate shopping! An introspective perspective. International Journal of Retail & Distribution Management, 24(4), 4-16. https://doi.org/10.1108/09590559610119910
  35. Ridgeway, C. (2009). Framed Before We Know ItHow Gender Shapes Social Relations. Gender & Society - GENDER SOC, 23(2), 145-160. https://doi.org/10.1177/0891243208330313
  36. Sandhu, N. (2017). Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda. Business Perspectives and Research, 5(2), 151-166. https://doi.org/10.1177/ 2278533717692917
  37. Sivanesan, R. (2014). Impact of Brand Image and Advertisement on Consumer Buying Behavior – Comparative Study on Rural and Urban Consumers. International Journal of Research in Management & Business Studies, 1(2), 73-80.
  38. West, C., & Zimmerman, D. H. (1987). Doing Gender. Gender & Society, 1(2), 125-151. https://doi.org/10.1177/0891243287001002002
  39. Wolff, J. (1985). The Invisible Flâneuse. Women and the Literature of Modernity. Theory, Culture & Society, 2(3), 37-46. https://doi.org/10.1177/0263276485 002003005
  40. Wolin, L. D., & Korgaonkar, P. (2003). Web advertising: Gender differences in beliefs, attitudes and behavior. Internet Research, 13(5), 375-385. https://doi.org/10.1108/10662240310501658
Read More
Author biographies is not available.
Download this PDF file
PDF (ENGLISH)
Statistic
Read Counter : 469 Download : 296

Downloads

Download data is not yet available.