How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary
Main Article Content
Keywords
Comportamiento de compra del consumidor, Género, Edad, Facebook, Marketing en redes sociales
Abstract
The present study aimed to investigate the effect of demographic variables of gender and age on online consumer purchase behavior (CPB) on Facebook in Hungary. The statistical population of the present study consists of Facebook users in Hungary, including Hungarian natives, foreigners residing in this country including students. A sample of 433 online consumers in different age groups was surveyed. The questionnaire was shared via an online link on the Facebook platform and also on various channels. Welch’s t-test was used to examine the gender variable, and Welch and Brown-Forsythe test was used to examine the age variable. The results showed that there was a significant difference between CPB in all age groups and the age group of over 50 years on Facebook. This important result emphasized the importance and impact of social networks as marketing channels on young people. Another important point was the difference between the purchase behaviors of male and female consumers. The results from this research can have implications for businesses in developing their competitive advantages and adopting proper approaches in advertising and marketing campaigns based on the socio-demographic characteristics of people.
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References
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Nov 29, 2021
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Fekete-Farkas, M., Gholampour, A., Bouzari, P., Jarghooiyan, H., & Ebrahimi, P. (2021). How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary. AD-Minister, (39), 25–46. https://doi.org/10.17230/Ad-minister.39.2
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Author Biographies
Maria Fekete-Farkas, University of Agriculture and Life Sciences (MATE)
Professor Institute of Economic Sciences, Hungarian University of Agriculture and Life Sciences
(MATE), Gödöllő2100, Hungary. Email: Farkasne.Fekete.Maria@uni-mate.hu ORCID: https://orcid.
org/0000-0002-6058-009X
Abbas Gholampour, The Innovation and Entrepreneurship Research Lab
The Innovation and Entrepreneurship Research Lab, London, United Kingdom. Email:
abbasgholampoor@yahoo.com ORCID: https://orcid.org/0000-0002-5720-4544
Parisa Bouzari, University of Agriculture and Life Sciences (MATE)
Faculty of Economics and Social Sciences, Department of Supply Chain Management, Hungarian
University of Agriculture and Life Sciences (MATE), Gödöllő2100, Hungary.
Email: paaarrriii.b@gmail.com ORCID: https://orcid.org/0000-0002-0453-35394
Hadi Jarghooiyan, University of Tehran, Tehran, Iran
MA., Faculty of entrepreneurship, University of Tehran, Tehran, Iran. Email: hadi.jarghooiyan@ut.ac.ir
ORCID: https://orcid.org/0000-0002-6796-9567
Pejman Ebrahimi, University of Agriculture and Life Sciences (MATE)
PhD student, Doctoral School of Economic and Regional Sciences, Hungarian University of
Agriculture and Life Sciences (MATE), Gödöllő2100, Hungary. Email: ebrahimi.pejman@stud.uni-mate.
hu ORCID: https://orcid.org/0000-0003-0125-3707
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