Contemporary marketing issue of how gender affects the decision making and buying behaviour processe

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Contemporary marketing issue of how gender affects the decision makingand buying behaviour processes.1. Introduction1.1 BackgroundIt is quite obvious that, as men and women have different needs andwants they are going to be attracted to different products, howeverthey are going to have a unique gender characteristics approach to theway the make a purchasing decision and embark on the process whendeciding how to acquire the product they want.1.2 Importance of studyI feel the importance of this study is a contemporary marketing issueas the subject of how gender affects the decision making and buyingbehaviour processes is a key topic area.They way consumer approach to the buying and decision making processaffects how marketing is being perceived in its effectiveness orineffectiveness; by only appealing to one gender and sending the‘wrong message’ out.1.3Research purpose (including research question and objectives orhypotheses as appropriate)1.4 LimitationsTime constraint was a major contributor to limitations of this study,however with good organisation and an academic thought process thehypothesis has been proven with some really interesting new facts.Without sounding patronising, I would assume you would agree that aworldwide collection of data from the questionnaire would bring in some

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Term
Spring
Professor
Lerner,K
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