The effect of gender id role on consumers 'purchase behaviors: A research on consumers in Adana

Today, there is an intense competition environment in marketing sector. The intense competition environment which the marketers and firms are in, has directed to develop different marketing strategies. At this stage, the gender identity role plays a role in helping marketers to answer questions in consumer behaviours. The aim of our thesis is to investigate the effect of gender identity role of consumers in Adana province on purchasing behaviours. In our study, face to face survey was conducted with 330 participants and analyzed by SPSS program. At the end of our research, it is determined that the role of feminine and masculine gender identity has an positive effect on hedonic purchasing, compulsive purchasing and unplanned purchasing. As for biological gender view, it is determined that there are differences in hedonic purchasing, compulsive purchasing and unplanned purchasing behaviours. Keywords: Consumer Behaviour, Gender Identity Role, Hedonic Purchasing, Compulsive Purchasing, Unplanned Purchasing.