Gender Perceptions in Making High value Purchase Decisions

Abstract

High value purchase decisions like buying a flat or buying a very expensive car involves huge involvement of males and females. However, effort is made to investigate as to what are the obvious and subtle differences in the buying motives and behavior of males and females. Normally consumers go for well-known brands or reputed brands if it involves high value purchase. However, males and females think differently when it comes to shopping costly items. Both men and women desire luxury goods that others cannot have. Researchers have also found out high value jewelry or clothes will beget different thought processes and diverse buying behavior in the minds of males and females.