Assalamualaikum

Hello Sir, I am Farhan from you BUS 620 Marketing

Management Course and this is my video
presentation to accompany our Term Paper project
that we already submitted to you earlier.

For the term paper, we were asked to find out

whether a male and a female have different process
or steps when making a high value/high
involvement purchase as a couple. We were asked
to see if any interesting comparison comes up
between the two genders.

This kind of study is one of the most important

research in today’s market to determine consumer
behavior of the population, which in turn drives a
company to make informed decisions to increase
profits.
For this study, at first, we set up a structure to
move forward. We created our methodology which
helped us to conduct this research and to find out if
we had any lackings.
At first, we set our objective clearly which was
 To understand the importance of gender roles
in a purchase decision making
 To observe the role of gender in each step of
purchase decision of a high-involvement
product.
 To verify the studied literature for gender-role
in each purchase with real-life interviews
conducted.
 To extract the deep-rooted cause of wanting a
high involvement product.
 To extract how much functional and how much
emotional aspects of needs are
Etc. Our objectives are written down in more details
in our term paper, which I am sure you already
read.

After setting our objective, we revied literature for

similar studies that were conducted in a broader
way.

This kind of research has been going on for many

years. Finding out consumer is key for any business
and studies were also done to find behavior trends
between the two genders in various countries
around the world and in various ways.

We did quite a lot of literature review for this

project, extracting information from various
published and unpublished papers. Almost all the
papers came to a conclusion that both fame and
female underwent different thinking and behavior
from each other while making a decision for
purchasing. They each had different factors, reasons
and necessities to make that particular decision.

To discuss a few of the literature, in 2010,

Plabdaeng concluded although husband and wives
have different intentions of buying a product, they
mostly make joint decisions when purchasing them.
A study by Ling and Yazdanifard in 2014 found out
that for online purchases, males evaluate purchases
based on simplicity and easiness of buying whereas
females evaluate each purchase on more of an
emotional behavior.

Other literature reviews are discussed in our report,

and all these literatures had one thing in common
that a male and a female, a husband and a wife,
approach the 5 steps of purchase decision
differently from one another.
To test out what we obtained in our literature
review, we practically conducted interviews with
married couples to find out their approach to a
purchase.

We prepared a questionnaire to give us a basic

guide to conduct the interview but the questions
were altered dynamically according to the
responses of the interviewee. The interviews are
taken separately for each individual and their
answers transcribed.

We were after obtaining qualitative results and

analysis as we lacked the tools and time to go for a
more sophisticated quantitative approach.

We selected 4 Bangladeshi couples with half of the

couples being relatively newly married and the
other half being more experienced. We selected in
such a way so that we can catch, if any, difference
between the thought processes of a new and an
experienced couple.

We used the answers of the questionnaire to

determine the gender domination, if any, on each
step of a purchase and compare the results
afterward.

Our team consisted of four members and we each

conducted our own sets of interviews.

The couple I interviewed was an experienced couple

with them married for almost 27 years. The male
was a Master Mariner aged, 61 and the female a
home maker aged 48.

Both of them were asked what their biggest

purchase was after marriage a married couple, and
both of them answered their first flat apartment.
The male is a mariner, so had to live apart from
family at sea for months at a time. When asked
about why he decided to make the purchase, his
answer leaned towards a more practical reason that
is to have a home that was close to his son’s school
and coaching as they were living very far from
them. The female’s answer was quite practical as
well. She stated their need to invest in real estate as
well as having a home close to the city’s city center.
She thought she had to come to that part of the city
everyday to bring her son to his studies as well as
other necessities such as shopping. So she saw it as
a good opportunity to purchase a house there.

Prior to the purchasing of the flat, both of them had

little to no knowledge on how to purchase and had
had external help from people around them to help
them navigate. They did went to a couple of other
developers before but none of them had attractive
products for them. However, since they were very
new to this, they did not compare and eliminate
their choices based on advanced thought process.
Rather, they arrived to their choice by the process
of auto elimination of undesirable choices.

When buying the flat, the couple did not have to

under go much persuasion of each other, however,
it was the male who was the dominant gender
when making the decision on booking the purchase.
Both of them found good logic behind the need of
purchase. The female thought it was close to all of
her needs including her son’s as the everyday
journey was very tiresome. The male also found the
logic that his family should be close to their needs
for the same reason and so that he could have a
peace of mind thinking his family is safe and healthy
as he had to live in the sea for many months at a
time.

Both of them stated that they faced little to no

obstacle to purchase the flat and the people around
them were generally supportive of their choice.
After the purchase, they were very satisfied with it
as it met all their needs and they received what was
promised. They were also very glad in find out that
the value of their property increased by a lot right
after their purchase and is ever increasing. So they
got a huge financial benefit as well.

They maintain their flat activities through the

committee that was created by the owner’s
association in the building and now are renting the
flat.

After talking to them, I found out that both of them

had equal input on the decision-making process for
the purchase of the flat. The male dominated in
recognizing the need of the flat, as the female never
had a intention to purchase. The criteria that they
cam up with for a good purchase was set by the
female as it will be mainly her who would be the
user of the benefits. They both had equal say on
which flat to purchase in both financially and
location as they navigated to the few alternatives
they went through. Finally, they decided on the
purchase together by mutual consultation with no
one dominating over the other, and both them are
now happy with the purchase as they see it as an
investment for their future as well as an investment
for their son in the future.

It was quite apparent that, both of them had very

practical means for the making the decision for the
purchase and both of them had their son in their
mind heavily. When comparing their data with the
other couples we interviewed, the results were
quite interesting.

The need recognition step was dominated by the

male, with both the genders being mostly functional
in their approach.
The criteria for purchase were also dominated by
the male in contrast to my couple and it was found
that females mostly left the criteria to their male
counterpart unlike my couple

Both of the genders had equal input on deciding

from the alternatives.

However, the purchase is generally dominated by

the female indicating males mostly left the decision
of the purchase to their better halves on whether to
make the purchase or not.
And for their post purchase disposal is also
dominated by the female as they became more
emotionally attached to their purchase and they
decide on what to do with the product.

All the information I overviewed are a summary of

what we found out through this study, however
whether it is very accurate or not can be debatable
as there were quite a few limitations to our study
such as a very small sample size, interview
restrictions due to COVID etc.

However, we believe in this study and that this kind

of study is very important for the market and
businesses, most of the studies conducted were on
the consumer behavior of a general demographic.
There were very little paper on the difference in
gender influence of purchase for a married couple.
We believe this would help any further future
studies on this topic, and if made in a larger scale
could almost certainly help business to know their
audience and demographic more clearly which in
turn would only drive profits.
To conclude, our little study aimed at unveiling the
factors that motivates certain behavior for each
gender. We hope we achieved that goal in spite of
all the constraints we had to face.
I can only hope that you found our study useful and
good enough and this presentation to be well
versed.
This has been Farhan, and I thank you for listening
till the end.
Thank You and Assalamualaikum.