Gender Differences in Weighting of Supplier Selection Criteria

With firms reducing the number of suppliers with whom they deal, the supplier selection criteria have become more important for marketers. This study examines differences between the weighting applied to supplier selection criteria for male and female purchasing managers. Female purchasing managers are found to place a higher level of importance on the global measures of Support and Dependability than their male counterparts. Marketing managers can use this information for micro-segmentation of business customers.