Diferencias de Género en la Motivación y en los Métodos de Disposición de Productos en un Entorno Colectivista de Alta Masculinidad

Jorge Aníbal Cruz-Cárdenas

doi:10.5585/remark.v12i2.2408

Gender Differences in Motivation and Product Disposal Methods in a High Masculinity Collectivistic Environment

Authors

Jorge Aníbal Cruz-Cárdenas Universidad Tecnológica Indoamérica

DOI:

https://doi.org/10.5585/remark.v12i2.2408

Keywords:

Product disposal, gender differences, consumer behavior.

Abstract

The disposal of products describes the behavior of consumers who stop using a product that still maintains working capacity. The present study was oriented to examine gender differences within two stages of the disposal process: the motivation and the decision regarding the method of disposal. By means of a survey applied to a sample of 414 individuals in Quito, Ecuador, a significant relationship between personal interests and gender variables was established. The implications of this relationship are discussed.

DOI: 10.5585/remark.v12i2.2408

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Author Biography

Jorge Aníbal Cruz-Cárdenas, Universidad Tecnológica Indoamérica

Doutor em Administração de Empresas - Marketing Management Professor e pesquisador no Centro de Investigación, Innovación y Desarrollo pela Universidad Tecnológica Indoamérica – Equador

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Published

2013-08-30

How to Cite

Cruz-Cárdenas, J. A. (2013). Gender Differences in Motivation and Product Disposal Methods in a High Masculinity Collectivistic Environment. ReMark - Revista Brasileira De Marketing, 12(2), 158–179. https://doi.org/10.5585/remark.v12i2.2408