Consumer Perception of Female and Male Market Intermediaries in the Delivery of Customer Value

Abstract

The objectives of this study are: to determine consumer’s perception of market intermediary’s (middleman) service delivery in Benin City; to ascertain if significant difference exist between the male and female market intermediaries in their value delivery strategies; and to investigate if gender influences consumer satisfaction with the service delivery of female and male middlemen. A sample of 350 respondents was selected by a means of non-probability, convenience sampling technique. Means and T-test for independent samples were used to analyze data. Data analysis showed that the overall mean perceptions for the female and male market intermediaries are positive, slightly above the average point on the scale. The results also indicated a significant difference between female and male market intermediary’s service delivery. The male middlemen were rated more positively on product, pricing, promotion and after sales services except on distribution and relationship marketing where the women outperformed them. Findings also showed that gender does not influence consumers’ perceptions of services delivered by the female and male market intermediaries. Evidence from the present research suggests that both the female and male middlemen need to improve their service delivery skills on all the six marketing mix strategies. In particular, findings indicate that the female intermediaries should pay more attention to developing skills in pricing, promotion and after sales services.