CONSUMER SHOPPING BEHAVIOUR AND THE ROLE OF WOMEN IN SHOPPING – A LITERATURE REVIEW

Any person, who buys a product/service, may not be necessarily user or consumer. The subject of shopper behaviour has focused on individuals and the factors that impact their decisions to spend their resources on consumption-related items. The concepts and theories of shopper behaviour have drawn upon diverse disciplines as psychology, sociology, social psychology, cultural anthropology, and economics. Consumers who enjoy shopping are mostly female and are considered to be a noteworthy force in the retail market. Women think differently from men because there are biological, neurological, and behavioural variations between the brains of men and women. These differences in turn make an impact on their shopping behaviour. While men will load themselves with sufficient information of a product or service through internet, advertising, reviews; women would try to get benefit from others’ experience by asking people around them. This article presents a review of literature, in the field of consumer shopping behaviour and the role of women in shopping. The main purpose of this article is to identify the different streams of thought that could help the future researchers and guide them. The researcher has gone through materials that had been investigated on consumer shopping behaviour and the role of women in shopping. The study of consumer behaviour is rapidly evolving as researchers recognize and implement new techniques and trans-disciplinary perspectives to understand the nature of purchase and consumption behaviour. This in-depth outlook attempts to study consumer shopping behaviour in the illumination of rapidly developing lifestyles, standards, priorities, and communal contexts. The overall goal of such research endeavour is to achieve better understanding of consumer shopping behaviour and the role of women in shopping.