Does Value Perception Impinge Consumer Purchase Decision? The Perspective of Gender Differences in Shopping Malls, Dar Es Salaam-Tanzania

Abstract

 Consumer value has long been perceived in the context of exchange or a return for something, a trade-off between benefits or satisfaction received and costs or sacrifices incurred. This study look at predominant differences between men and women in their shopping experiences, choices and purchasing decisions in relation to value perception. The objective of the study is to explore how value perception affects consumer purchase decision in relation to gender perceptive. A cross-sectional research design was used and data were collected from 218 sampled consumers in 11 shopping malls in Dar es Salaam. The conceptual framework was tested using structural equation modeling. Findings revealed that there was a significant difference of familiar product, innovative products high price and best price of a product in men and women purchase decision (p<0.001). However, there is no significant difference in durability and quality of a product among men and women purchase decision. It was concluded that value perception and consumer decision making have a significant relationship, It was recommended that while designing sales strategies, businesses should have an understanding of gender’s value perception as it influences consumers purchase decisions and organisational sales performance