Gender differences on online consumer behaviour in Turkey

Analysing gender differences in the field of consumer behaviour is not noteworthy topic for both marketers and scholars. The advent of information and communication technologies and new media platforms have created a new market reality and added a new dimension to this study area. With the rise of the online shopping, theories on the consumer behaviour started to focus on the online consumer behaviour. Consequently, understanding gender differences during online shopping is an essential part of the today's marketing strategies. Considering this change and need, this thesis has investigated gender differences on online consumer behaviour in Turkey. With this purpose the first part of the study covers the fundamental topics including the concept of the consumer behaviour, its determinants and theoritical framework. In the second part, gender differences in consumer behaviour were analyzed from the social, cultural and physical perspectives. Lastly, using the survey as a primary data and statistical tools, the research part of the study analyzed gender differences on online shopping in Turkey. In this context, this thesis explored that there are no differences between the women and men consumers in online shopping in terms of preferred payment methods, risk taking and concern. However, the results also found that mostly bought products or services over the Internet, effects of promotions, number of platforms visited by consumers to make comparison vary by gender. The findings of the study can be used from both marketers and scholars who interested in consumer behaviour in digital communication environment. Key Words: Consumer Behaviour, Gender, Gender Differences, Online Shopping, Online Consumer Behaviour