Gendered Perceptions of Family Businesses’ Marketing Stimuli

Sam C Okoroafo




The purpose of this study is to compare (by gender) the perceptions by consumers of the marketing activities of family owned businesses (FOBs) in the United States. A mail survey of US consumers was used. The statistically significant results indicate that both males and females are generally receptive to most of the creation, communication, delivery, and exchange of product and service offerings of FOBs. However, the price of FOB offerings is not perceived as reasonable. In addition, customer perceptions did not vary by gender for most items. One activity where differential views resulted pertained to sales promotion. Specifically, “coupon redemption” is significantly perceived more favorably by females than males. The results suggest that while managers of FOBs should emphasis their “family business” status in their marketing presentations, they should not expect different responses to their activities based on gender.


Keywords:  marketing stimuli, gender, family businesses, consumer perceptions


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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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