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Gender Issues in Buyer‐Seller Relationships: Does Gender Matter in Purchasing?
Author(s) -
Pullins Ellen Bolman,
Reid David A.,
Plank Richard E.
Publication year - 2004
Publication title -
journal of supply chain management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.75
H-Index - 92
eISSN - 1745-493X
pISSN - 1523-2409
DOI - 10.1111/j.1745-493x.2004.tb00173.x
Subject(s) - credibility , purchasing , marketing , business , psychology , social psychology , political science , law
SUMMARY While differences between male and female salespeople are well documented in the literature, evidence is less clear whether these differences matter to the buyer or whether buyers of different gender make decisions differently. The article reports results of a survey of male and female purchasers on the behaviors, trust, credibility and customer orientation of a salesperson. Almost no differences were found on any of the variables for male or female buyers. This calls into question past research that has found differences, and this paper argues that previous findings, while statistically significant, are probably not managerially significant.