Gender Effects to the Formation of Overall Product Satisfaction

This research study aims at testing an hypothesized model which is designed to measure the overall and specific gender effects derived from preceived overall satisfaction attached to the purchase and ownership of automobiles. Overall product satisfaction is seen in this study as the end-result of a combined number of antecedents. A univariate test and multiple regression model are used to test for gender effects between key variables (i.e., age, self image, others' opinions, price, product expectations, impress others, perceived risk and brand loyalty) to the formation of overall satisfaction. The research is based on the application of personal interviews with a total sample of 434 consumers. Overall, a number of important gender differences were found, particularly between self image, impress others, and others' opinions.