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This research is focused on determining the effect of gender among the relationship of
emotional intelligence and impulsive buying behavior, for this purpose gender
moderation is used on the main effect relationship, The variables were tested through
linear regression for finding the causal and moderated effect among the research
variables. The sample was taken on the basis of convenience from the major cities of
Pakistan it was probable that all the respondents were consumers. The findings suggest
that gender has strong moderation on the main effect relationship, this highlights the
importance of gender as a key variable of interest for marketers who are concerned
about emotionally intelligent customers, who can and are controlling their emotions
regarding purchases after recession period, in which the customers are more and more
careful about their spending patterns. The findings have a value for marketing managers
that despite recession, the gender dimensions can be utilized for enhancing sales based
on impulses and gaining market share, through those impulses which are result of
gender-based stimulus. In addition to this, females were found to go for impulsive
purchases despite their emotional intelligence in comparison to males.
Mubashar Hassan Zia, Shoaib Shafique, Amer Rajput. (2018) The influence of gender based emotional intelligence on impulsive buying, NUML International Journal of Business & Management, Volume 13, Issue 2.
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