Analysis of the Effect of Genderon Online Shoppingin Nigeria

Gender differences determine to a large extent the types of products and services customers purchase. This study analyzedtheeffect of gender on online shopping behaviour in Nigeria. The survey research design was adopted for the study, and questionnaire was the instrument used in collecting data. The study adopted Judgmental and snowball techniques to select the respondents. Participants made up of a total of three hundred and eighty four (384) online shoppers in Akwa Ibom State, Nigeria. Data were analysed using Analysis of Variance (ANOVA) at 0.05 level of significance. The findings revealed thatGender has significant effect on buying behaviour of online shoppers in Nigeria (F=4.33, P<0.05). It was concluded that proper understanding of consumers' demographic differences especially along the line of gender can help online retailers in Nigeria to target specific groups of consumers and formulate appropriate marketing strategies to win them. Based on the findings, it was recommended that online retailers in Nigeria should try to understand the behaviour and preferences of shoppers based on their demographic profiles, so as to market to them effectively, and offer products and services tailored to their unique needs and expectations. Online retailers should pay more attention to the female segment as the females are seen to be more favourably disposed to online shopping as compared to males.