Exploring the Link Between Gender Stereotype Perceptions and Cosmetic Product Purchase Intentions: A Comparative Analysis of Nigerian Consumers in a Global Context
| dc.contributor.author | Adebayo Adeyemi Abdulwasiu | |
| dc.date.accessioned | 2026-01-14T11:34:59Z | |
| dc.date.available | 2026-01-14T11:34:59Z | |
| dc.date.issued | 2025-12-29 | |
| dc.description.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. | |
| dc.description.sponsorship | Self | |
| dc.identifier.uri | https://kwasuspace.kwasu.edu.ng/handle/123456789/6506 | |
| dc.language.iso | en | |
| dc.publisher | Uniben Journal of Marketing, Department of Marketing, University of Benin | |
| dc.relation.ispartofseries | 4; 4 | |
| dc.title | Exploring the Link Between Gender Stereotype Perceptions and Cosmetic Product Purchase Intentions: A Comparative Analysis of Nigerian Consumers in a Global Context |