Gender differences in the context of behavioral economics effects on consumer choice: Bartin example

Recently, consumers seem to fail to make rational decisions as they are exposed to the influence of various numerous factors. Therefore; behavioral economics, having introduced a novel perspective to economics, argues that consumers cannot make rational decisions and can be rational only to a limited extent in their decisions. This study sets forth the factors that have impacts on consumption and the decisions of consumers in line and along with the historical course of consumption, and features the models developed to explain the consumers' buying behavior. It also refers to the conditions that have led to the emergence of the concept of limited rationality within the framework of behavioral economics, and discusses the individual, social and psychological traps that restrain consumers from acting rationally. In the application section; the reflection in consumers' choices of gender difference in Bartın was studied in the context of behavioral economics by way of a survey study conducted. The analyses led to the conclusion that certain environmental or psychological influencers pose different impacts on consumers of different genders. It was particularly observed that women are more influenced by good weather conditions than are men as a factor that impel them to shop more and tend to buy more inessential goods during their food and clothes shopping. It was also observed that women follow the fashion trends more than men, and tend to be relatively more willing to pay more brands; while men behave rather less rationally than women when it comes to buying consumer electronics.