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In this case study conducted in North Cyprus we examined differences according to gender in behavior with regard to consumption of branded fashion apparel products. The objective was to understand gender-based consumer behavioral differences in the setting of a developing country. Our quantitative research comprised asking 600 people (300 men and 300 women) 24 questions to identify the demographic and behavioral segmentation differences, and our qualitative research was carried out through in-depth interviews during which we asked 18 people 22 structured questions to obtain more detailed information on how to identify the personality and behavioral changes occurring. Results showed that there were both similarities and differences according to gender regarding media usage, brand personality perception, and attitude toward fashion apparel.
Keywords: consumer, brand personality, fashion apparel, gender.
Technological innovation has created what is considered a global village of the world market, whereby brand names of all consumer goods play a more prominent role in consumers' purchase decisions and named brands are no longer difficult to obtain (Kaya & Ayman, 2012). Consumers can make purchases either nationally or internationally through numerous avenues. Hence companies try to maintain a market share for their brands composed not only of consumers in their home country but also of consumers from all parts of the world. This makes targeted consumer research crucial for businesses producing goods in both developing and developed countries. As a result, companies have begun to design and position the brand personality of their product according to target market analysis. According to Hsu and Burns (2012), awareness of the values that consumers possess could assist marketers and retailers with the integration of their products' characteristics with consumer needs and wants. Hence, brand personality plays a role in the consumer's self-expression and is considered one of the types of marketing communication.
Marketers use certain brand personalities that reflect a lifestyle and that are compatible with an individual's personality. Brand personality has been explained as "the set of human personality traits, associated with, applicable and relevant to brands" (Aaker, 1997; Azoulay & Kapferer, 2003). According to Aaker (1997) there are five types of brand personality:
a. Sincerity = honest, cheerful, wholesome, and friendly
b. Excitement = daring, spirited, up-to-date, young, and cool
c. Competence = reliable, intelligent, successful,...