Abstract:

The research was designed to reveal the importance and impact of the gender of marketing and sales officers in corporate brand business stores in their perceptions of their customers’ buying tendencies and to contribute to literature. The study was conducted between 01-31 August 2020, with the analysis of the data obtained from the surveys made in the Mersin City Forum Mersin Shopping Center, which forms the sample of the study, with 555 consumers who were judicially selected and faced with the corporate business or brand business store chains. For the research, Niğde Ömer Halisdemir University Ethics Council has been granted the necessary permission with the date 28.07.2020 and the number of the Ethics Council number 86837521-050,99-E,32490. Based on the analyses made, there has been a significant difference between the scale of the attitude of the marketing and sales officers in corporate (brand) stores towards the tendency of customers to buy, the importance of the marketing and sales officers’ gender preferences in the competition between enterprises and the scale factors. To identify the source of the difference, the Tukey test concluded that a significant difference in the gender preferences of business marketing and sales officers in competition between was in favour of women marketing and sales officers.

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