Gender differences in lifestyles and perception of megamall patrons in Ibadan, Nigeria

Abstract

The development of megamalls in Nigeria and other developing nations has witnessed tremendous impact, giving people choices of places for goods reasonably and relatively affordable. Women have been at the forefront of shopping activities due to their presence more at the shopping malls. This study aims to ascertain gender differences in lifestyles and perceptions of mall patrons in Ibadan, Nigeria. The study adopted a cross-sectional survey design with 216 respondents accidentally selected from 5 shopping malls in the Ibadan m etropolis. Descriptive statistics of frequency distribution table was used for analysis, while independent sample t-test was used for further statistical analysis. Findings reveal that even though men visit the malls, it is more for recreational activities, while women, on the other hand, view shopping malls as a to purchase goods, meet new people, and enjoy the beautiful ambience it offers. This reveals an average level perception of megamalls by its users. Furthermore, a significant difference was found between male and female shopping malls patronage. The mall is also seen as more of a recreational centre for social interaction and leisure activities than a commercial centre where buying and selling take place. Therefore, it was recommended that there be a general reorientation to refute the idea that the male gender seldom patronises shopping malls and makes purchases. They should be treated as viable customers like their female counterparts to ensure megamall sustainability in Ibadan Nigeria

Keywords

• gender
• lifestyle
• megamall
• nigeria
• patrons
• perceptions