An Investigation Into How Gender Roles Influence Decision Making Process In The Construction Industry Of Zimbabwe. A Case Of Buddington Builders.

ABSTRACT Market segmentation has been traditionally done based on gender considerations. Some products have been thought to target women while others are thought to be suitable for males due to gender roles .For instance automobiles have been previously targeted towards males assuming that the males would be deciders and influencers in the decision to buy. This research was aimed at investigating how gender roles influence the decision making of construction material. The objectives of the study were to establish how gender attitudes influence information search, to establish the impact of pr…