Selective or Discriminated Consumer - The Role of Salesperson Gender

This bachelor thesis aims to investigate how it comes to the disparity between female and male salespeople in the beauty industry. Focusing on whether men and women prefer to be advised/served by female salespeople for beauty products. The study provides insights for effective audience targeting by beauty product companies and marketers in the German-speaking part of Switzerland. Through a quantitative research approach utilizing an online consumer survey, the study collected data on participants’ preferences for female salespeople based on the determinants trustworthiness, expertise, and purchase intention. Furthermore, it was examined whether the emotional state of consumers changes negatively when being advised/served by male salespeople (instead of female salespeople) for beauty products. Contrary to previous assumptions, the survey results did not confirm that women and men prefer to be advised/served by female salespeople for beauty products. The majority of participants tended to disagree that female salespeople have a higher level of trustworthiness and expertise when it comes to beauty products. In addition, no significant gender differences were found in female and male consumers’ perceptions of trustworthiness and expertise. The study also found out that female and male participants did not express stronger purchase intention when being advised/served by female salespeople for beauty products. Furthermore, consumers did not feel a negative change in emotional state when being advised/served by a male salesperson for beauty products. Regarding preferences for salesperson’s gender in certain product categories, such as skin care products and fragrances, the majority of participants did also not indicate a clear opinion. These findings challenge previous research and highlight the complexity of consumer preferences in the beauty industry. The results suggest that assumptions based on existing research may not always be held true, emphasizing the need to consider actual consumer preferences in practice. Based on the study’s findings, several recommendations are provided for beauty product companies and marketers. These recommendations include differentiating specific products, conducting market research, analyzing sales and customer data, evaluating the impact of salesperson attractiveness, embracing industry dynamics and trends. In conclusion, this bachelor thesis contributes to understanding consumer preferences for salesperson gender in the beauty industry. Future research should investigate the factors influencing consumer decision-making in the beauty industry and consider additional variables, such as salesperson attractiveness, to gain a more comprehensive understanding on the complex topic.