Cross-cultural analysis of gender difference in product

Cross-cultural analysis of gender difference in

Kutztown University of Pennsylvania


ABSTRACT

The purpose of this paper is a crosscolor choice. Cross-cultural research has been increasing (Mitchell and Vassos, 1997). Relatively little research existcolor choice in global markets. This rmarketing managers should know the favorite colors of different genders and thecolor in consumer’s product choices. quickly than any other identifying feature. preference, the difference between genders is significantliterature and surveyed six countries to understand the color of choice for a variety of different products that are used by both genders on a daily basis. The data for thfrom six countries Canada, USA,analyzed to reach results and arrive at conclusions Keywords: Global Marketing, CrossProduct Color Choice

Journal of International Business and Cultural Studies

Cross cultural analysis, Page

cultural analysis of gender difference in product color choice

in global markets

Okan Akcay Kutztown University of Pennsylvania

Qian (Susan) Sun


The purpose of this paper is a cross-cultural analysis of gender differences in product cultural research has been increasing in importance in international business

elatively little research exists in gender differences in product color choice in global markets. This research study will shed light on this important area. marketing managers should know the favorite colors of different genders and thecolor in consumer’s product choices. The color of the product connects the consumer more quickly than any other identifying feature. Many studies have shown that when considering

between genders is significant. The authors have reviewed the countries to understand the color of choice for a variety of different

products that are used by both genders on a daily basis. The data for this study was collected Canada, USA, the Netherlands, China, Turkey and India. The

analyzed to reach results and arrive at conclusions.

Cross-Cultural Analysis, Gender, Consumer Behavior,


Cross cultural analysis, Page 1

color choice

cultural analysis of gender differences in product importance in international business

er differences in product this important area. Global

marketing managers should know the favorite colors of different genders and the importance of The color of the product connects the consumer more

shown that when considering color The authors have reviewed the

countries to understand the color of choice for a variety of different is study was collected

The data will be

Cultural Analysis, Gender, Consumer Behavior, and

INTRODUCTION

Color affects every moment memorable visual element and carries key symbolic and associative information about products (Garber, et al., 2000). It strongly influences the clothesor hand bag we choose to use, the shoes or sneakersThe product’s color may play a significant role in the consumer’s purchasing decisions for certain products (Ogden et al., 2010color consultants to help identify the best color for their product, one which would appotential buyers. 62-90% of a product purchase decision is based on the color of the product and the decision is made within minutes of is a highly noticeable attribute forincreases subjects’ attention (Wichmann, et al., 2002quite possibly, purchase a product. Therefore it is essential to consider colormarketing communication strategiesHoneycutt, 2000; Wagner, 1988). It is very important to understand and update or change colors regularly, especially with high risk purchasefurniture. An understanding of a consumer’s color choice is very complicated based on wide range of color associations for different producGrossman and Wisenblit, 1991; Triplett, 1996). Companies could create a remarkably effective marketing communication message and support the company’s overall strategy with a wellplanned color program (Geboy, 1996). The use of color in branding haas more companies go global. Red is associated with Coke and Marlboro, blue with Pepsi and IBM, and yellow with Kodak and Caterpillar. Global companies use color to differentiate and strengthen their brand in domestic and internatal., 2000).

LITERATURE REVIEW

In many industries, product color has significant importance for sales of different products. For that reason, a lot of companies review the color choice of consumers periodically. The consumer’s color choice and perception of color is learned and may chan(Adams and Osgood, 1973; Hupka, et al., 1997, Trend, 1997). There are a number of studies that suggest that consumer color choice depends on demographic factors, such as age, gender, ethnicity and socio-economic factors (Boyatzis and Varghese,Krishna, 1972; Choungourian, 1968; Yang, 2001; Sable and Akcay, 2010). In addition, color preferences can be affected by external factors such as the geographic location of consumers (urban vs. rural) and climate. There areof color (Sable and Akcay, et al., 2010; Funk and Ndubisi, 2006; Singh, 2006). products are launched, marketing managers need to explore color perception in every target market that they have dealings with (Jacobs, et al., 1991; Wagner, 1988). They also need to find a color that makes a product beautiful, elegant, feminine or masculinemore diverse and flexible in their color choices, as compared to men. They are more likely to have a favorite color and to prefer softer colors than men. Tfavorite color for both females and males was blue (Akcay, et al., 2



Color affects every moment in life. It is an important marketing communication tool, a element and carries key symbolic and associative information about products

(Garber, et al., 2000). It strongly influences the clothes we wear, the car we drive, the backpack choose to use, the shoes or sneakers we wear and the furnishings in

The product’s color may play a significant role in the consumer’s purchasing decisions for certain products (Ogden et al., 2010; Akcay et al., 2011). Many companies in the world hire color consultants to help identify the best color for their product, one which would ap

90% of a product purchase decision is based on the color of the product and the decision is made within minutes of seeing it (Singh, 2006; online, pcimag.com, 2002). Color

for presenting images. It improves recognition, memory and subjects’ attention (Wichmann, et al., 2002). Color entices people to interact with and,

ossibly, purchase a product. Therefore it is essential to consider color when developing marketing communication strategies. (Akcay, et al., 2011; pcimag.com, 2002; Clarke and Honeycutt, 2000; Wagner, 1988). It is very important to understand consumer’s and update or change colors regularly, especially with high risk purchases such as cars and furniture. An understanding of a consumer’s color choice is very complicated and based on wide range of color associations for different product categories (Akcay et al.Grossman and Wisenblit, 1991; Triplett, 1996). Companies could create a remarkably effective marketing communication message and support the company’s overall strategy with a wellplanned color program (Geboy, 1996). The use of color in branding has taken on new importance as more companies go global. Red is associated with Coke and Marlboro, blue with Pepsi and IBM, and yellow with Kodak and Caterpillar. Global companies use color to differentiate and strengthen their brand in domestic and international markets (Sable and Akcay, 2010; Madden et

In many industries, product color has significant importance for sales of different products. For that reason, a lot of companies review the color choice of consumers periodically. The consumer’s color choice and perception of color is learned and may change over time (Adams and Osgood, 1973; Hupka, et al., 1997, Trend, 1997). There are a number of studies that suggest that consumer color choice depends on demographic factors, such as age, gender,

economic factors (Boyatzis and Varghese, 1994; Sliver, 1988; Paul, 2002; Krishna, 1972; Choungourian, 1968; Yang, 2001; Sable and Akcay, 2010). In addition, color preferences can be affected by external factors such as the geographic location of consumers (urban vs. rural) and climate. There are also gender differences in the importance and perception of color (Sable and Akcay, et al., 2010; Funk and Ndubisi, 2006; Singh, 2006). Before new products are launched, marketing managers need to explore color perception in every target

with (Akcay, et al., 2011; Aslam, 2006; Madden, et al., 2000; Jacobs, et al., 1991; Wagner, 1988). They also need to find a color that makes a product beautiful, elegant, feminine or masculine - desirable. Women might be more aware of color more diverse and flexible in their color choices, as compared to men. They are more likely to have a favorite color and to prefer softer colors than men. The most frequently mentioned favorite color for both females and males was blue (Akcay, et al., 2011; Sable and Akcay, 2010;



life. It is an important marketing communication tool, a element and carries key symbolic and associative information about products

drive, the backpack wear and the furnishings in our homes.

The product’s color may play a significant role in the consumer’s purchasing decisions for he world hire

color consultants to help identify the best color for their product, one which would appeal to their 90% of a product purchase decision is based on the color of the product and

(Singh, 2006; online, pcimag.com, 2002). Color presenting images. It improves recognition, memory and

Color entices people to interact with and, when developing

(Akcay, et al., 2011; pcimag.com, 2002; Clarke and color choices

such as cars and and probably

(Akcay et al., 2011; Grossman and Wisenblit, 1991; Triplett, 1996). Companies could create a remarkably effective marketing communication message and support the company’s overall strategy with a well-

s taken on new importance as more companies go global. Red is associated with Coke and Marlboro, blue with Pepsi and IBM, and yellow with Kodak and Caterpillar. Global companies use color to differentiate and

ional markets (Sable and Akcay, 2010; Madden et

In many industries, product color has significant importance for sales of different products. For that reason, a lot of companies review the color choice of consumers periodically.

ge over time (Adams and Osgood, 1973; Hupka, et al., 1997, Trend, 1997). There are a number of studies that suggest that consumer color choice depends on demographic factors, such as age, gender,

1994; Sliver, 1988; Paul, 2002; Krishna, 1972; Choungourian, 1968; Yang, 2001; Sable and Akcay, 2010). In addition, color preferences can be affected by external factors such as the geographic location of consumers

also gender differences in the importance and perception Before new

products are launched, marketing managers need to explore color perception in every target Akcay, et al., 2011; Aslam, 2006; Madden, et al., 2000;

Jacobs, et al., 1991; Wagner, 1988). They also need to find a color that makes a product Women might be more aware of color and

more diverse and flexible in their color choices, as compared to men. They are more likely to most frequently mentioned

011; Sable and Akcay, 2010;

Funk and Ndubisi, 2006; Khouw, 2003). ages, genders, and ethnicity, and is powerful enough to create moods and brand imagesAccording to studies there is a significant diffeasked to identify a color (Khouw, online)particular color. Color and emotion are systematically related, and color has a certainpsychological effect upon human beinand women (Lee and Bernes, 1990). One recent study ffor women than men in certain product categoriescolor response report, men and women prefer different shades of a color. Turquoise gets the most positive response from women and men have a much higher acceptance of aqua than they do for turquoise. Men are attracted to yellowbased pinks such as ballet pink (Wagner, 1988). A recent study found that, product color is very important among young adults and more important for girls than boys (Akcay, et al., 2012). There is a great need for research on the impact oaccording to gender (Ndubisi, 2006). A majority of the research in marketing evaluates the effect of gender as the result of biological differences (Garnt and Bodenhasen, 1997; Schertzer et al., 2008). Gender is one of the key variables for segmentation and is studied in marketing literature (Kotler and Keller, 2012; Schiffman, et al., 2010; Wolin, 2003; Palan, 2001). More than 85% of product purchase decisions are influenced by women who in the USA. Women are the major purchaser of many goods for the household and they play a significant role in buying for a family’s daily needs such as garments, food, drinks and onpurchases. They have been called the household’s “chief 2010; www.123HelpMe.Com). Evidence shows that males and females have differences in Christmas gift shopping. Women have been said to dominate the Christmas season. Women are much more “active” Christmas shoppers and are “appropriate” gifts. There is a communal nature ascribed to gift shopping and communal values are associated with women. They buy most of the gifts, wrap them, prepare and servand decorate the house during big shopping seasons such as Christmas in the U.SArnold, 1990). Research in this area will have significant importance for domestic and global markets, because close to half of the population is 2011).

METHODOLOGY

The authors surveyed the U.S.Culture (Anglo-Saxon). China, India and Turkey which representAnglo- Saxon were also surveyedrespondents spoke English or had been studying English in China, India,Turkey. A random sample was utilized who come from the surveyed countries120, for Canada 124, China’s sample srespondent’s ages ranged from 18 had more female respondents than males. more even. Canada had more males than females. Seven hundred fiftydistributed and 565 were returned and useablwas divided into four sections: (1)



Funk and Ndubisi, 2006; Khouw, 2003). Color is perceived differently by people of differenages, genders, and ethnicity, and is powerful enough to create moods and brand imagesAccording to studies there is a significant difference between men and women when they are

dentify a color (Khouw, online) and they often attached different meanings to a Color and emotion are systematically related, and color has a certain

psychological effect upon human beings. There are differences in color preferences between men and women (Lee and Bernes, 1990). One recent study found that color is much mo

certain product categories (Ogden et al., 2010). According to the Wagner nse report, men and women prefer different shades of a color. Turquoise gets the most

positive response from women and men have a much higher acceptance of aqua than they do for turquoise. Men are attracted to yellow-based pinks such as apricot. Women are attracted to bluebased pinks such as ballet pink (Wagner, 1988). A recent study found that, product color is very important among young adults and more important for girls than boys (Akcay, et al., 2012). There is a great need for research on the impact of color preference and customer loyalty according to gender (Ndubisi, 2006). A majority of the research in marketing evaluates the effect of gender as the result of biological differences (Garnt and Bodenhasen, 1997; Schertzer et al.,

of the key variables for segmentation and is studied in marketing literature (Kotler and Keller, 2012; Schiffman, et al., 2010; Wolin, 2003; Palan, 2001). More than 85% of product purchase decisions are influenced by women who account for $500 billion a

the USA. Women are the major purchaser of many goods for the household and they play a significant role in buying for a family’s daily needs such as garments, food, drinks and on

. They have been called the household’s “chief purchasing officer” (Schiffman, et al., Evidence shows that males and females have differences in

Women have been said to dominate the Christmas season. Women are ch more “active” Christmas shoppers and are more concerned than men with buying

“appropriate” gifts. There is a communal nature ascribed to gift shopping and communal values are associated with women. They buy most of the gifts, wrap them, prepare and servand decorate the house during big shopping seasons such as Christmas in the U.SArnold, 1990). Research in this area will have significant importance for domestic and global markets, because close to half of the population is female (U.N. Statistics, 2008, Cateora et al.,

surveyed the U.S., the Netherlands and Canada which represent Western ndia and Turkey which represent a culture widely different from

were also surveyed. The survey questionnaire was printed in English. Target English or had been studying English in China, India, the Netherlands

was utilized which was conducted with the help of foreign who come from the surveyed countries, except for the U.S. The sample size for the U.S. was 120, for Canada 124, China’s sample size was 112, India’s was 156, and Turkey

18 to 35 years old. The gender distribution for China and Turkey than males. In India and the US, the male and female ratio was

more even. Canada had more males than females. Seven hundred fifty questionnaires were distributed and 565 were returned and useable. The response rate was 75%. The questionnaire

(1) How important is color for the respondent when making



Color is perceived differently by people of different ages, genders, and ethnicity, and is powerful enough to create moods and brand images.

rence between men and women when they are and they often attached different meanings to a

Color and emotion are systematically related, and color has a certain gs. There are differences in color preferences between men

und that color is much more important (Ogden et al., 2010). According to the Wagner

nse report, men and women prefer different shades of a color. Turquoise gets the most positive response from women and men have a much higher acceptance of aqua than they do for

attracted to blue-based pinks such as ballet pink (Wagner, 1988). A recent study found that, product color is very important among young adults and more important for girls than boys (Akcay, et al., 2012).

f color preference and customer loyalty according to gender (Ndubisi, 2006). A majority of the research in marketing evaluates the effect of gender as the result of biological differences (Garnt and Bodenhasen, 1997; Schertzer et al.,

of the key variables for segmentation and is studied in marketing literature (Kotler and Keller, 2012; Schiffman, et al., 2010; Wolin, 2003; Palan, 2001). More than 85% of

account for $500 billion a year in sales the USA. Women are the major purchaser of many goods for the household and they play a

significant role in buying for a family’s daily needs such as garments, food, drinks and on-line purchasing officer” (Schiffman, et al.,

Evidence shows that males and females have differences in Women have been said to dominate the Christmas season. Women are

concerned than men with buying “appropriate” gifts. There is a communal nature ascribed to gift shopping and communal values are associated with women. They buy most of the gifts, wrap them, prepare and serve the meals and decorate the house during big shopping seasons such as Christmas in the U.S. (Fischer and Arnold, 1990). Research in this area will have significant importance for domestic and global

female (U.N. Statistics, 2008, Cateora et al.,

and Canada which represent Western a culture widely different from

. The survey questionnaire was printed in English. Target Netherlands or

which was conducted with the help of foreign students except for the U.S. The sample size for the U.S. was

Turkey’s, was 96. The distribution for China and Turkey

India and the US, the male and female ratio was questionnaires were

e. The response rate was 75%. The questionnaire How important is color for the respondent when making

decisions about purchasing products?Demographic variables; such as gender, age, location and nationality.

A student’s t test is performed to identify whether the differencefemale and male are statistically significant. The corresponding P values are reported in tablBelow is the description of the student’s t test.

Dependent t-test for paired samples

The paired t-test was used toa specified value µ0

Where XD is the sample mean, Sthe sample size.

HYPOTHESES

H1: When making a product choice in general, color is more H2: Men believe color is more important to them foror use more frequently regardless of the nature of the products. H3: The magnitude of gender effect

Gender Effect Analysis

Here are the scores indicating the importance of color in the purchasing process. Extremely important, 2: Very importantat all important.

The means for females and malestudent’s t test is performed to identify whether the difference in scores between female and male are statistically significant. The corresponding P values are reported in table 1. Additicomparison and summary are also presented inoffered in the conclusion.

Here is the analysis of six countriesvarious products in China, Canada, the USA, Turkey, India and the Netherlands.

As indicated in Figure 1, in product categories - especially clothing, back packs, watches, hats, house paint, bathing suits and sun glasses. The products that are more important for men are digital cameras, candy, beverages and tooth brushes.

As indicated in Figure 2, categories - especially clothing, shoes, house paint, sun glasses and bathing suits, but not game systems, digital cameras, tooth brushes or mouthwash.



decisions about purchasing products? (2) Rating the importance of color for various productsDemographic variables; such as gender, age, location and nationality.

A student’s t test is performed to identify whether the differences in meanfemale and male are statistically significant. The corresponding P values are reported in tablBelow is the description of the student’s t test.

test for paired samples

was used to test the null hypothesis that the population mean is equal to

is the sample mean, SD is the sample standard deviation of the sample and n is

H1: When making a product choice in general, color is more important to women than to men

lor is more important to them for the products that they are more interested in regardless of the nature of the products.

The magnitude of gender effect (difference) varies across countries.

Here are the scores indicating the importance of color in the purchasing process. Extremely important, 2: Very important, 3: Somewhat important, 4: Not very important, 5: Not

and males for each country respectively, was calculatedstudent’s t test is performed to identify whether the difference in scores between female and male are statistically significant. The corresponding P values are reported in table 1. Additicomparison and summary are also presented in table 1. Some implications for practitioners are

Here is the analysis of six countries’ mean scores of females and males in purchasing of various products in China, Canada, the USA, Turkey, India and the Netherlands.

As indicated in Figure 1, in China, color is very important for females in most of the ially clothing, back packs, watches, hats, house paint, bathing suits and

sun glasses. The products that are more important for men are digital cameras, candy, beverages

As indicated in Figure 2, in Canada, color is very important for females in all product especially clothing, shoes, house paint, sun glasses and bathing suits, but not game

systems, digital cameras, tooth brushes or mouthwash.



Rating the importance of color for various products, (3)

mean scores between female and male are statistically significant. The corresponding P values are reported in table 1.

the population mean is equal to

of the sample and n is

important to women than to men

hey are more interested in

Here are the scores indicating the importance of color in the purchasing process. : 1: : Somewhat important, 4: Not very important, 5: Not

respectively, was calculated. A student’s t test is performed to identify whether the difference in scores between female and male are statistically significant. The corresponding P values are reported in table 1. Additional

. Some implications for practitioners are

mean scores of females and males in purchasing of various products in China, Canada, the USA, Turkey, India and the Netherlands. (Figure 1-6)

, color is very important for females in most of the ially clothing, back packs, watches, hats, house paint, bathing suits and

sun glasses. The products that are more important for men are digital cameras, candy, beverages

males in all product especially clothing, shoes, house paint, sun glasses and bathing suits, but not game

As indicated in Figure3, in USA,in the importance of color between genders as compared to China, Canada and the Netherlands. The gap is also very narrow in some product categories such as clothing, shoes, IPods, digital cameras, watches, hats and sun glasses. Color is also importcomputers and game systems.

As indicated in Figure 4, in Turkey, color is very important for females but the gap is very narrow with importance of color for genders; especially clothing, cell phones, watches, hats, house paint, beverages, computers, tooth brushes, mouth wash, bathing suits, umbrellas and sun glasses. The gender gap is very wide for back packs, IPods, digital cameras and candy.

As indicated in Figure 5, in India, there is a small gap between genders, but color iimportant to females when making purchasing decisions about products such as clothing, shoes, game systems, watches, digital cameras, hats, house paint and sun glasses. There is a wider gap between genders when making purchase decisions for computeschool supplies, beverages, mouthwash and bathing suits.

As indicated in Figure 6, in the Netherland,importance of color when making purchasing decision about products. For women coloimportant for the following products; clothing, shoes, back packs, watches, hose paint and sun glasses. For men computers, game systems, hats and school supplies are important.

EMPIRICAL RESULTS

As indicated in Table 1:

1) The findings are consistent with the prediction from hypothesis 1 across all countries. In

general, women believe color is more important to them in purchasing products than to men.

2) The findings lend support to hypothesis 2 in which men believe color is more important to them on the products that they are more interested in or usenoting that India is the ONLY country where color is more important to femalemales in any aspect of products under

3) The student’s t- test indicates that the

countries. The gender effect is statistically significant0.002), Canada (P-value: 0.001)but not significant in the US and Turkey.strong between genders for Canada, China, India and the Netherlands but there gender effect for the USA and Turkey.

Marketing Practices

According to the literature women are the decision makers for products such as clothes,

toys, groceries, furniture, gifts, rugs and other household goods most of the time. A recent studyfor the Consumer Electronic Association found that mosthave been bought by women for themselves. They are also most interested such as computers, cell phones, digital cameras, DVD players, et al., 2010). Women consider themselves to be early adopters (30%) of the latest technology and



As indicated in Figure3, in USA, color is important for females. But there are fewin the importance of color between genders as compared to China, Canada and the Netherlands. The gap is also very narrow in some product categories such as clothing, shoes, IPods, digital cameras, watches, hats and sun glasses. Color is also important for men for cell phones,

As indicated in Figure 4, in Turkey, color is very important for females but the gap is very narrow with importance of color for genders; especially clothing, cell phones, watches, hats,

beverages, computers, tooth brushes, mouth wash, bathing suits, umbrellas and sun glasses. The gender gap is very wide for back packs, IPods, digital cameras and candy.

As indicated in Figure 5, in India, there is a small gap between genders, but color iimportant to females when making purchasing decisions about products such as clothing, shoes, game systems, watches, digital cameras, hats, house paint and sun glasses. There is a wider gap between genders when making purchase decisions for computers, back packs, IPods, umbrellas, school supplies, beverages, mouthwash and bathing suits.

As indicated in Figure 6, in the Netherland, there are huge gender differences in importance of color when making purchasing decision about products. For women coloimportant for the following products; clothing, shoes, back packs, watches, hose paint and sun glasses. For men computers, game systems, hats and school supplies are important.

sistent with the prediction from hypothesis 1 across all countries. In general, women believe color is more important to them in purchasing products than to men.

findings lend support to hypothesis 2 in which men believe color is more important to hey are more interested in or use more frequently. It’s worth

noting that India is the ONLY country where color is more important to femalein any aspect of products under this survey.

test indicates that the magnitude of gender effect varies across different countries. The gender effect is statistically significant and being strong in China (P

value: 0.001), the Netherlands (P-value: 0.042) and India (PUS and Turkey. Figure 7 shows that the importance of color is very

strong between genders for Canada, China, India and the Netherlands but there gender effect for the USA and Turkey.

According to the literature women are the decision makers for products such as clothes, toys, groceries, furniture, gifts, rugs and other household goods most of the time. A recent studyfor the Consumer Electronic Association found that most of the electronics purchased

women for themselves. They are also most interested in buy, digital cameras, DVD players, printers and HDTVthemselves to be early adopters (30%) of the latest technology and



color is important for females. But there are fewer gaps in the importance of color between genders as compared to China, Canada and the Netherlands. The gap is also very narrow in some product categories such as clothing, shoes, IPods, digital

ant for men for cell phones,

As indicated in Figure 4, in Turkey, color is very important for females but the gap is very narrow with importance of color for genders; especially clothing, cell phones, watches, hats,

beverages, computers, tooth brushes, mouth wash, bathing suits, umbrellas and sun glasses. The gender gap is very wide for back packs, IPods, digital cameras and candy.

As indicated in Figure 5, in India, there is a small gap between genders, but color is very important to females when making purchasing decisions about products such as clothing, shoes, game systems, watches, digital cameras, hats, house paint and sun glasses. There is a wider gap

rs, back packs, IPods, umbrellas,

there are huge gender differences in importance of color when making purchasing decision about products. For women color is very important for the following products; clothing, shoes, back packs, watches, hose paint and sun glasses. For men computers, game systems, hats and school supplies are important.

sistent with the prediction from hypothesis 1 across all countries. In general, women believe color is more important to them in purchasing products than to men.

findings lend support to hypothesis 2 in which men believe color is more important to . It’s worth

noting that India is the ONLY country where color is more important to females than to

across different in China (P-value:

and India (P-value: 0.071) he importance of color is very

strong between genders for Canada, China, India and the Netherlands but there is a weak

According to the literature women are the decision makers for products such as clothes, toys, groceries, furniture, gifts, rugs and other household goods most of the time. A recent study

electronics purchased recently buying electronics

printers and HDTVs (Schiffman, themselves to be early adopters (30%) of the latest technology and

spend $55 billion on electronics every year. Retailers like Best Buy, Radio Shack and Office Depot have changed their marketing employees, change store design to make the stores more functional and feature friendly for specifically female consumers (http://adage.com

According to the literature review,ties, cigars, shaving equipment, cars, tools and technical products that are generally considered male products. But male and female roledifferences is closing in recent years.believe that the purchase of clothes, cars, groceries and technical products are appropriate for both genders in the USA (Schiffman, et al., 2010).western cultures. But in other areas of the world such as the Middle East, South America and Asia the gender gap is still large.

CONCLUSION

Research findings show that color is

are making product purchase decisioncolor is very important for femalesexpressive were very important for women such as clothinghouse paint. Color was more important for mensystems, beverages, tooth brushes and mouthwash.

It was found that color gender influence Netherlands. These countries should be is a weak gender effect. But color is a very important feature when making purchase decisions for both genders in all of the countriesvaries country by country in different product categories. Global marketers should study the culture of the country and understand thea smart decision to tailor their productglobal markets.

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Adams, F.M. and Osgood, C. E. (1973),”A Cross

Color”, Journal of Cross Cultural Psychology 4 (2).Akcay, O., Dalgin, H. and Bhatnagar, S. (2011), Perception o

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Boyatzis, C. J. and Varghese, R. (1994), of Genetic Psychology 155(1), pp. 79

Choungourian, A. (1968), Color Pref(3), pp. 1202-1207.



spend $55 billion on electronics every year. Retailers like Best Buy, Radio Shack and Office Depot have changed their marketing strategies to hire more women managers and train employees, change store design to make the stores more functional and feature friendly for

http://adage.com). literature review, there are some products such as pants, work cloth

shaving equipment, cars, tools and technical products that are generally considered male products. But male and female roles in shopping have changed and the gap

recent years. Men around the age of 40 and younger are more likely to believe that the purchase of clothes, cars, groceries and technical products are appropriate for both genders in the USA (Schiffman, et al., 2010). Similar situations might be seen western cultures. But in other areas of the world such as the Middle East, South America and

large.

that color is a very important characteristic for women when are making product purchase decisions. The results of the study’s survey indicate

very important for females for most of the product categories. The products thatexpressive were very important for women such as clothing, back packs, hats, bathing suits and

olor was more important for men in products such as digital cameras, candy, game systems, beverages, tooth brushes and mouthwash.

und that color gender influence is very strong for Canada, China,. These countries should be treated differently than the USA and Turkey

But color is a very important feature when making purchase decisions the countries surveyed. The gap for color choice between genders

varies country by country in different product categories. Global marketers should study the culture of the country and understand their consumer’s choice of color in different products. It is

ilor their product’s color to fit well with customers of both genders in

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Color Preferences and Cultural Variations, Perceptual Motor Skills, 23



spend $55 billion on electronics every year. Retailers like Best Buy, Radio Shack and Office strategies to hire more women managers and train

employees, change store design to make the stores more functional and feature friendly for

there are some products such as pants, work clothes, shaving equipment, cars, tools and technical products that are generally considered

in shopping have changed and the gap between gender are more likely to

believe that the purchase of clothes, cars, groceries and technical products are appropriate for might be seen throughout

western cultures. But in other areas of the world such as the Middle East, South America and

very important characteristic for women when they e that product

most of the product categories. The products that are self-, back packs, hats, bathing suits and

digital cameras, candy, game

very strong for Canada, China, India and the USA and Turkey where there

But color is a very important feature when making purchase decisions The gap for color choice between genders

varies country by country in different product categories. Global marketers should study the in different products. It is

with customers of both genders in

dy of the Affective Meanings of

f Color in Product Choice among National Analysis of USA, India, China and Turkey,

International Journal of Business and Social Science, Vol. 2 No. 21 [Special Issue-

cultural Review of Colour as a 30.

Cateora, P. R., Gilly, M. C., Graham, J. L., (2011), International Marketing, McGraw-Hill/Irwin,

otional Associations with Color, Journal

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APPENDEX:



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Language Proficiency Level in Color – Naming Performance: An ESL/EFL Perspective”, International Journal of Applied Linguistics 11 (2), pp. 238



Schertzer, Susan M. B., Laufer, D., Silvera, D. H., McBrite, J. B., (2008), A Cross-Cultural Validation of a Gender Role Identity Scale in Marketing, International Marketing

and Wisenblit, J. (2010), Consumer Behavior, Tenth Edition,

Singh, S. (2006), Impact of Color on Marketing, Management Decision, Vol. 44, No. 6, pp. 783-

Number Preferences”,

Wagner, C. (1988), The Wagner Color Response Report, Revised Edition, The Wagner Institute

An Oversight Synthesis of Research 1970-

mportance in

Naming Performance: An ESL/EFL Perspective”, International Journal of Applied Linguistics 11 (2), pp. 238-257.

Figure 1: (China): Shows the mean scores for females and males in purchasing various

products in China.

Figure 2 (Canada): Shows the mean scores for females and males in purchasing various

products in Canada.

Figure 3 (USA): Shows the mean scores for females and m

in the US.

00.511.522.533.54

General

Clothing

Shoes

CellPhone

Backpack

Ipod

Computer

GameSystems

Watch

0

1

2

3

4

5

General

Clothing

Shoes

CellPhone

Backpack

Ipod

Computer

GameSystems

Watch

00.511.522.533.544.5

General

Clothing

Shoes

CellPhone

Backpack

Ipod

Computer

GameSystems

Watch



Shows the mean scores for females and males in purchasing various


Shows the mean scores for females and males in purchasing various products

Watch

DigitalCamera

Hat

Umbrella

HousePaint

Candy

SchoolSupplies

Beverages

Toothbrush

Mouthwash

BathingSuits

Sunglasses

Mean(Female)

Mean(Male)

Watch

DigitalCamera

Hat

Umbrella

HousePaint

Candy

SchoolSupplies

Beverages

Toothbrush

Mouthwash

BathingSuits

Sunglasses

Mean(Female)

Mean(Male)

Watch

DigitalCamera

Hat

Umbrella

HousePaint

Candy

SchoolSupplies

Beverages

Toothbrush

Mouthwash

BathingSuits

Sunglasses

Mean(Female)

Mean(Male)





ales in purchasing various products

Mean(Female)

Mean(Male)

Mean(Female)

Mean(Male)

Mean(Female)

Mean(Male)

Figure 4 (Turkey): Shows the mean scores for females and males in purchasing various

products in Turkey.

Figure 5(India): Shows the mean scores for females and males in purchasing various products

in India.

00.511.522.533.544.5

General

Clothing

Shoes

CellPhone

Backpack

Ipod

Computer

GameSystems

Watch

0

1

2

3

4

5

General

Clothing

Shoes

CellPhone

Backpack

Ipod

Computer

GameSystems

Watch

0

1

2

3

4

5

6

General

Clothing

Shoes

CellPhone

Backpack

Ipod

Computer

GameSystems

Watch





Watch

DigitalCamera

Hat

Umbrella

HousePaint

Candy

SchoolSupplies

Beverages

Toothbrush

Mouthwash

BathingSuits

Sunglasses

Mean(Female)

Mean(Male)

Watch

DigitalCamera

Hat

Umbrella

HousePaint

Candy

SchoolSupplies

Beverages

Toothbrush

Mouthwash

BathingSuits

Sunglasses

Mean(Female)

Mean(Male)

Watch

DigitalCamera

Hat

Umbrella

HousePaint

Candy

SchoolSupplies

Beverages

Toothbrush

Mouthwash

BathingSuits

Sunglasses

Mean(Female)

Mean(Male)





Mean(Female)

Mean(Male)

Mean(Female)

Mean(Male)

Mean(Female)

Mean(Male)

Figure 6 (Netherlands): Shows the mean scores for females and males in purchasing various

products in the Netherlands

Figure 7 (General): Shows a summary of the mean scores for females and males from the six countries surveyed in purchasing various products

Table 1: Summary of hypotheses testing results

Country H1 (Color is more important to Females)

H2(Exceptions: Items of which colorMales)

China supported Digital CameraCandy BeveragesToothbrushes

Canada supported Digital CameraGame SystemToothbrushesMouthwashes

USA supported Cell PhoneIPODWatchGame SystemsDigital CameraHatBeveragesToothbrushMouthwash

0

1

2

3

4

5

6

US Canada Netherlands




Shows a summary of the mean scores for females and males from the six countries surveyed in purchasing various products.

Table 1: Summary of hypotheses testing results

H2 (Exceptions: Items of which color is more important to Males)

H3 (Difference in Scores between female and Male)Student’s T-test P Value is reported

Digital Camera Candy Beverages Toothbrushes

0.002**

Digital Camera Game System Toothbrushes Mouthwashes

0.001***

Cell Phone IPOD Watch Game Systems Digital Camera Hat Beverages Toothbrush Mouthwash

0.426

Netherlands China Turkey India

Mean(Female)

Mean(Male)




Shows a summary of the mean scores for females and males from the six

(Difference in Scores between female and Male)

P Value is reported

Mean(Female)

Mean(Male)

Turkey Supported ClothingCell phoneIPodComputerGame SystemsWatchDigital CameraUmbrellaHouse PaintToothbrushMouthwashSunglasses

India Supported No exception

Netherlands Supported Computer Game SystemHatSchool Supplies

*, ** and *** denote significance level at 10%, 5% and 1% respectively.



Clothing Cell phone IPod Computer Game Systems Watch Digital Camera Umbrella House Paint Toothbrush Mouthwash Sunglasses

0.394

No exception 0.071*

Computer Game System Hat School Supplies

0.042**

*, ** and *** denote significance level at 10%, 5% and 1% respectively.



Documents

Cross-cultural analysis of gender difference in product