The impact of social role perception's mediating role on consumer behaviour in gender identity research

The important factor in determining the marketing decisions and strategies of businesses is the biological gender. Besides biological sex; psychologically based gender identity, which emerges as a result of the society, culture and the character of individuals, is also considered to be influential. Substantially, businesses to influence consumer behavior and cope up with intense competition; it is considerable that consumers take into account their demographic, socio-cultural, psychological and personal conditions. In this scientific study, the concepts of "gender identity", "consumer behaviour" and "social role", which can be used in determining the marketing strategies of businesses and in market segmentation, were discussed. The questionnaire study which was prepared in line with the purpose and model of the research, was applied to a total of 438 consumers and this number was studied with 436 questionnaires due to the incomplete or incorrectly answered questionnaires. In this study, the main hypothesis was considered as the effect of gender identity on consumer behaviour and Baron and Kenny scale was used to determine the mediator role of social role perception. At the same time the hypotheses in this study were created on the Baron and Kenny scale. As a result of the analyses applied in order to test the research hypotheses; it has been determined that social role perception has a partial mediating role in the effect of gender identity on consumer behaviour.