Comparative analysis of men and women as consumers

Radom Komparativna analiza muškaraca i žena kao potrošača daje se teorijski uvid u tematiku i važnost utjecaja različitih čimbenika na ponašanje potrošača. Detaljno se obrađuju unutrašnje sastavnice ponašanja potrošača. Potrošači svojim ponašanjem i kupnjom iskazuju svoju ličnostna koju utječu i genetske predispozicije te takvom kupnjom igraju određene životne uloge u skladu sa životnim stilom kojeg žive. Kupovanje, točnije trošenje smatra se jednim od najvažnijih fenomena u suvremenom društvu. Potrošači pružaju pronicljivu obradu potrošnje na globalnoj razini iz kulturne, filozofske i poslovne perspektive.Potrošnja pokazuje raznolike postmoderne tendencije, ali paradoksalno, oblikovanje obrazaca potrošnje nastavlja se u sve većoj hegemoniji tržišta koje je suštinski moderna institucija. Apsolutno svako ponašanje potrošača može se uklopiti u određeni model ponašanja potrošača koji se sastoji od određenih faktora. Također, detaljno se obrađuje ponašanje potrošača s obzirom na spol koji se sastoji od komparativne analize potrošačkog ponašanja muškaraca i žena kao potrošača te se obrađuje pojam sebe s obzirom na spol i utjecaj na ponašanje potrošača. Kako bi se konzistentno zaokružila cjelina provedeno je istraživanje, kojim se istražuju jesu li žene podložnije impulzivnom kupovanju te zadržavaju li se muškarci kraće u prodavaonicama od žena. Temeljem provedenog istraživanja zaključuje se da žene nisu podložnije impulzivnom kupovanju od muškaraca te se muškarci ne zadržavaju kraće u prodavaonicama od žena.The paper Comparative analysis of men and women as consumers gives a theoretical insight into the topic and the importance of the influence of various factors on consumer behavior. The internal components of consumer behavior are processed in detail. By their behavior and purchases, consumers express their personality, which is also influenced by genetic predispositions, and with such purchases they play certain life roles in accordance with the lifestyle they live. Buying, or more precisely spending, is considered one of the most important phenomena in modern society. Consumers provide insightful look of consumption globally from a cultural, philosophical and business perspective. Consumption shows a variety of postmodern tendencies, but paradoxically, the shaping of consumption patterns continues in the growing hegemony of a market that is an essentially modern institution. Absolutely any consumer behavior can fit into a particular model of consumer behavior that consists of certain factors. Also, it is processed in detail that consumer behavior with respect to gender, which consists of a comparative analysis of consumer behavior of men and women as consumers, and deals with the concept of itself connected to gender and the impact on consumer behavior. In order to consistently complete the whole, a survey was conducted, which investigates whether women are more susceptible to impulsive shopping and whether men stay in stores shorter than women. Based on the conducted research, it is concluded that women are not more susceptible to impulsive shopping than men, and men do not stay in stores shorter than women