期刊名称：International Journal of Business and Management
印刷版ISSN：1833-3850
电子版ISSN：1833-8119
出版年度：2014
卷号：9
期号：11
页码：254
DOI：10.5539/ijbm.v9n11p254
出版社：Canadian Center of Science and Education
摘要：In today’s competitive environment gender has become a key success factor used in key marketing decision suchas segmentation, target marketing and relationship marketing. This study sought to determine if there wasdifference on supermarket brand equity and its dimensions for OK supermarket Bindura along gender. Inabsolute terms there was difference between male and female customers when considering means. However,hypotheses test results showed that there was no significant brand equity difference along gender. This wasconsidered to be unsustainable situation when taking into account that female customers were the majority ofcustomers. Consequently, the study recommended that OK stores should intensify marketing efforts towardsfemale customers who formed the majority of its customers.
