Exploring the Link Between Gender Stereotype Perceptions and Cosmetic Product Purchase Intentions: A Comparative Analysis of Nigerian Consumers in a Global Context
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Date
2025-12-29
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Uniben Journal of Marketing, Department of Marketing, University of Benin
Abstract
The study examined the effect of gender stereotyping on customer patronage of Nivea cosmetic
in selected retail cosmetic outlets in Ilorin metropolis of Kwara state, Nigeria. Quantitative
method was used as a research design; the population size was infinite as the study focused on
customers of the 3 selected retail cosmetic stores in Ilorin, Kwara state. Godden (2004) model
sample size was adopted and 246 sample size was determined, multistage sampling techniques
was utilized in the study, structured self-administered questionnaire was used to collect the
primary data. Out of the 246 copies of the questionnaire that were administered, 150 were
finally retrieved and inputted for data analysis. Standard multiple regression was adopted to
analyze the quantitative data. Findings from the tested hypotheses revealed that all the 2
predictor variables significantly explained the dependent variables, the test of the hypothesis at
0.05(5%) level of significance did not support HO1 and H02, with p<0.000 respectively, jointly
and significantly affected customer satisfaction (β = .227, t = 2.015, p < .011, β = 0.412, t =
1.925, p = .005) and product quality (β = 0.204, t = 2.206, p = .029, β = 0.256, t = 3.416, p =
.001). High customer's judgment of Nivea's product quality is not solely based on the intrinsic
attributes of the cosmetics themselves. To optimize customer satisfaction, organizations should
focus on implementing tailored communication training for staff, design flexible customer
interaction channels and incorporate personality-focused insights into customer journey
mapping. The retail service providers must prioritize training to foster gender and ageinclusive customer service, ensuring all interactions positively reinforce product quality.