CONSUMPTION OF BRANDED FASHION APPAREL: GENDER DIFFERENCES IN BEHAVIOR

Abstract

In this case study conducted in North Cyprus we examined differences according to gender in behavior with regard to consumption of branded fashion apparel products. The objective was to understand gender-based consumer behavioral differences in the setting of a developing country. Our quantitative research comprised asking 600 people (300 men and 300 women) 24 questions to identify the demographic and behavioral segmentation differences, and our qualitative research was carried out through in-depth interviews during which we asked 18 people 22 structured questions to obtain more detailed information on how to identify the personality and behavioral changes occurring. Results showed that there were both similarities and differences according to gender regarding media usage, brand personality perception, and attitude toward fashion apparel.