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Customer Perception and Purchase Decision towards Male and
Female Salesperson Approach and Characteristics in Selected
Appliance Centers in Cavite

Marc Reddene E. Monzales and Angelito P. Reyes

Cavite State University - Tanza Campus, Tanza, Cavite

The study was conducted to determine the customer perception towards
male and female salespersons’ approach in selected appliance centers in Cavite.
Specifically, the study aims to: (1) determine the demographic profile of the
customers in selected appliance centers in Cavite; (2) determine the perception

of the customers on the sales approach of male and female salesperson; (3)
determine the significant difference between male and female salesperson
approach as perceived by customers; (4) determine whether the approach of
male and female salesperson affects the purchase decision of the customers;
and (5) determine the characteristic of the salesperson that mostly affect the
purchase decision of the customers.The study used descriptive-cross sectional
design to determine the customer perception towards male and female

salespersons’ approach in selected appliance centers in Cavite. The
researchers conveniently selected appliance centers in Cavite and selected 154
participants who are the customers of selected appliance centers using quota
sampling technique. As a result, majority of the participants belonged to the age
bracket of 25-31 years old. The total frequency of female participants is 121 and

33 for male participants. Most of them were single and the salesperson that
approaches the customers was saleslady. The perception of the customers are
strongly agree to male and female salesperson instant buddy approach; agree
to male and female salesperson guru approach; agree to male and female
salesperson consultant approach; undecided for female salesperson networker
approach and disagree for male approach; and disagree to male and female
salesperson hard seller approach. Furthermore, there is no significant difference

on male and female salesperson instant buddy, guru, networker and hard
seller approaches except to salesperson networker approach which has
significant difference. Thus, the male and female salesperson approaches does
not affect the purchase decision of the customers. Also, the ego-drive
salesperson characteristic mostly affects the purchase decision of the customers.

CAVITE STATE UNIVERSITY- IN-HOUSE REVIEW
T3 2018