Using the analytic hierarchy process to assess gender differences in the evaluation of microcomputer vendors
Article Abstract:
The influence of the decision maker's sex on the choice process in specific business buying situations is not well-established. Within an organizational buying context, this study compares men's and women's evaluations of decision criteria and examines whether they form different preferences in the selection of microcomputer vendors. Expert Choice, a microcomputer software package for performing the analytic hierarchy process methodology, served as the decision support tool to structure the decision process, to collect the data, to derive the importance weights for the decision criteria, and to synthesize them with the vendor preferences. The results of a multivariate analysis of the experimental data indicate that men and women do not differ in weighting the importance of decision criteria nor in forming preferences for alternative PC vendors. Instead, the type of organization employing the subjects and the influence of their boss's decision rules were found to significantly affect the vendor evaluation process. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1987
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A Factor Analytic Comparison of Outshopping Behavior in Larger Retail Trade Areas
Article Abstract:
Marketing researchers investigate consumer outshopping behavior. Retailers are concerned with patronage patterns between markets. A study of patronage factors that motivate outshopping behavior in large retail trade areas is conducted. A comparison was made of two distinct market areas. It can be generalized that outshopping behavior motivations will be similar for different markets. Outshopping motivations in large homogeneous retail trade areas are found in the dimensions of inadequacy of assortment, perceived store friendliness and the facility.
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1984
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