Abstract:
Shopping orientation moderates the effects of the retail store's environment on customers'
experiences and behaviours. These qualify shopping orientation as a variable that may guide
customer segmentation and enable retailers to tailor marketing instruments to customers'
shopping orientations. This study explores how shopping orientation affect consumer purchase
decision in their gender perceptive. Data were collected from 218 sampled consumers in 11
shopping malls in Dar es Salaam Tanzania. The conceptual framework (i.e. utilitarian shopping,
recreational shopping, window shopping, convenient shopping and consumer purchase
decision) was tested using structural equation modelling (SEM). The findings revealed that
customers have different behaviour in shopping orientated based on their gender. Window
shopping and recreational shopping are mostly preferred by women while convenient and
utilitarian shopping are highly preferred by men, whereby gender 717ferences influence their
purchase decision.
