Effects of Gender Differences: A Study of Consumer Purchase Behaviour regarding FMCG in Organised Retail Outlets

Background and Purpose:India, the country where the culture is diverse and people from different parts have various tastes, likes and dislikes. Here in my researchthe basic focus or aim was to study and observe that how the consumer behaviour is shifting with the emergence of organized retail outletsin Varanasi for purchasing FMCG products. The study also aimed to examine the effect of gender differences on consumer purchasebehaviour of FMCG in organised retail outlets.Methods:The required data was collected through an online survey. The questionnaire to assess the impact of gender differences on consumerbuying behavior, using google forms was sent to the respondents. Some of the consumer’s responses were recorded using telephonicinterview. The data collected was analysed through Jamovi version 1.2 software and Chi-Square and Fisher’s Exact Test methods.Results/ Findings:It was found that there was a highly significant association between gender differences and number of organised retail outlets visits permonth; and there was no significant association found between gender differences and impulsive buying behaviour, frequency oforganised retail outlets visit per month and expenses per month in organised retail outlets for FMCG buying. Other findings were that theconsumers are shifting towards organised stores from unorganised ones but still there are a significant number of consumers whopurchase their FMCG requirements from unorganised (traditional formats) stores.Managerial Implications:The findings will help organised retailers to search and implement new ways to survive and succeed in competitive environment and theywould come to know how the gender differences affect the consumer buying behavior.