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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
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