THE INTERPLAY OF DEMOGRAPHIC FACTORS IN CHANGING FEMALE BUYING BEHAVIOR

Abstract

This study aimed to measure the demographic factors that influence the Buying process of Jordanian families. These factors include age, education, occupation, income, number of children, years of marriage, family life cycle, and family origin. The research focuses on two main variables: Buying decisions and the criteria used by women in making these decisions within Jordanian families. A quantitative approach was deemed appropriate for this study, which falls under the category of descriptive analytical research. The research population comprises all Jordanian women aged 15 to 64 years, totaling approximately 3.251 million. The snowball sampling method was used to select a sample of 387 Jordanian women for the study. A five-point Likert scale was employed to gather data. The findings indicate a positive effect of women on Buying roles within Jordanian families, revealing a significant positive impact of women on Buying decisions. The statistical analysis identified that certain modified variables, specifically occupation and location, significantly affected women’s Buying roles in Jordanian families. In contrast, factors such as age, education, income, number of family members, years of marriage, and family origin did not show a significant effect. Additionally, there was a moderate impact on the criteria for product selection among Jordanian families. The difference tests further revealed that the adjusted variables (age, education, occupation, income, number of children, years of marriage, family life cycle, and family of origin) did not influence the Buying criteria of Jordanian women. Overall, the buying criteria were found to be consistent among Jordanian women in general.