DO MEN AND WOMEN DIFFER IN FMCG PURCHASING PATTERNS? EVIDENCE FROM THE LUCKNOW REGION

Abstract

The Fast-Moving Consumer Goods (FMCG) sector represents one of the most dynamic and competitive markets in India, driven by high consumption frequency and evolving consumer preferences. Among the demographic factors influencing consumption, gender has traditionally been viewed as an important determinant of shopping behavior, particularly in terms of spending, purchase frequency, and platform preference. This study investigates whether men and women differ in FMCG purchasing patterns in the Lucknow region. Using an independent samples t-test, the research examined differences in monthly FMCG spending, frequency of purchasing online and offline, and platform preference across 280 respondents (151 male and 129 female). The results revealed no statistically significant gender differences across any of the tested variables, suggesting a convergence of consumption behavior between men and women. These findings contrast with certain studies reporting gender-based differences in decision-making styles, store preferences, and online shopping attitudes, while aligning with others that indicate diminishing disparities in urban and semi-urban contexts. The study highlights that modernization, digital adoption, and changing socio-cultural roles may be reducing gender gaps in FMCG consumption. Implications for marketers suggest that gender may not serve as a primary basis for segmentation in the Lucknow FMCG market, and greater attention should be given to variables such as income, education, and digital literacy.