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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM65653
Volume:
10 |
6 |
Jun 2026
Pages:
1-5
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Management
S. M. Institute of Technology, Post Graduate Centre for Management Studies, Brahmapur, Odisha
Materialism as a personality trait is a key driver to the consumption tendencies of the target market. The study attempted to investigate if gender of a consumer can be a basis for significant differences in the pursuit of materialistic tendencies. Materialism is an inherent part of humankind and has existed since time immemorial. However, consequent to the increased exposure of the consumer to occidental culture through print and electronic media and in the backdrop of rapid economic strides and transforming societal norms in the urban parts of the country, an empirically oriented analysis was required to understand the intricacies of the consumer materialistic tendencies. Materialism was measured using the Richins and Dawson (1992), 18 – item, 5 – point, agreement – disagreement scale and subjected to t – test in order to compare materialism among the two independent samples consisting of men and women. The sample size consisted of 96 respondents under the age of 30, residing in the cities of Bhubaneswar and Brahmapur. The study revealed that in two of the eighteen variables used to measure materialism, there exist significant differences between the materialistic tendencies of men and women living in urban India. This translates into a somewhat varied behavior of men and women, as far as materialistic tendencies of consumer behavior are concerned.
KEYWORDS
There is a difference between the materialistic tendencies of men and women living in urban India. The subject though, needs continuous and profound exploration so that the influence of materialistic tendencies on consumer behavior can be utilized to the advantage of both: the company as well as the consumer.
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Publication Date
6/29/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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