Document Type: Original Article

Authors

Department of Business Management, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran

Abstract

Consumer behavior is the study of when, why, how, and where people do ordo notbuy a product. Gender has an important role in consumer behavior. Because, the differences between men and women about expectation, want, need, life-style etc. reflectto theirconsumption behavior.Survey of effect of gender on consumer behavior (acase study on mobile phone) according to the marketing mix. The methodology is causal-comparative Research. The currentsearching society is the student of Islamic Azad university of Neyshabuor and we have used the stratified random sampling and simple random sampling to select samples. Sample reach to 364 people. Also, in this search has been used from Questioner for tools of gathering data, and it is Reliability is accounted with using of Cronbach test. Also, have been used T-Independent Method, has results from Analyzing Assumption show that, There is a significant relationship between gender and consumer behavior. Also, there is a significant relationship between gender and consumer behavior in terms of promotion and place, There is no significant relationship between gender and consumer behavior in terms of product and price.

Keywords

Bakshi, Swarna.Impact of gender on consumer purchase behavior-National monthly refereed journal of research in commerce & management-www.abhinavjournal.

Campbell.c.shopaholics spendaholics and the question of gender-Nj Jason Arson Inc(pp57-75)

Drgy, P ; (2005), designing the marketing mix, Tadbir, No. 161: pp. 54-56.

Heidarzadeh, K., Irani, N., (2011), based on the value of the benefit and pleasure seeking the consent of consumers to buy clothing in Iran, Faslnameh management development, No. 7, pp. 90-69.

Friman, J,(2010), consumer Atitudes toward Mobile Advertising paper presented at the Master the Department of Marketing and Management Aahouniversity school of Economics.

Hui-Chu Chen, Robert D. Green, marketing mix and branding:copetivehypermarket strategies-2009-international journal of mangment and marketing reseach- Volume 2Number 1.

Ismailpour, H., (2011), Principles of Marketing Management, Publications at.

Joshuaj.lewer-Nikolas Gerlich-Richard T.Gretz.Maximinzing and satisficing consumer behavior-2009-southwestern economic review (Texas Christianuniversity) vol36.

Kotler, Philip, (2000), Kotler marketing management, printing, translation Rezaei Nejad, A.; Fara publishing.

Kotler, Philip and Armstrong, Gary, (2006), Principles of Marketing, Sixth Edition, translated Forozandeh, B, Amokhteh publishing.

Kuruvil a, Shelja J, Nishank Joshi & Nidhi shah,(2009),Do men and women realy shop differently? An exploration of gender differences in mal shoping in IndiaInternational, Journal of consumer stdies International Journal of consumer studies,33.

Mvvn and Minor (2004), consumer behavior, translation Ardestani Abbas Saleh Mohammad Saadi, publication etehad and jahan no.

 Ranjbar, M., (2005), Evaluation of the factors determining the choice of consumers buying cell phones, Azahra university.

Samadi, M., (2003), consumer behavior, Aieizh blications, Tehran.

Seock, Yoo-Kyonng and Sauls, Nicki (2008). Hispanic consumer shopping orientation and apparel store evaluation ctiteria. Journal of fashion marketing and management.pp469-486 online and available at www.emeraldinsight.com/1361-2026htm.

solmon, Michacl R. Consumer behavior (1992), boston Allyn and Bacon.p.386.

Lewis T. Cunningham III, B. Wade Brorsen, Kim B. Anderson, and Emílio Tostão-Gender differences in marketing styles.

Odile Richard,Marie. Charles Chebat,Jean. Yang-Zhiyong. Aproposed model of online consumer behavior: Assessing the role of gender.Journal of Research--Oct 2010-voume 63 Issuse9-10 Set-pages 926-934.