Abstract:

This paper examines gender-based perception and lifestyle of megamall patrons in Ibadan metropolis of Nigeria. Gender is viewed as a socially constructed ideas about the role of an individual in the society. Megamall shopping has been regarded has a female activity due to their insatiable characteristics of placing wants above need. Women have the tendencies to patronize megamall for groceries and personal treat because they are hedonic in nature. While men are specializing in utilitarian valued items. However, this world views are getting phased out as societal activities and roles are not restricted to only one gender. Two hundred and sixteen respondents were purposively selected from five different megamalls and responses in the questionnaire were analyzed using descriptive statistics and independent sample t-test to show the differences based on gender. The result shows that men visit malls but solely for recreations purposes, while women perceive megamalls as a place to shop, relate, sight-see, talk, relax, beautify and emotionally-lean on women driven life values. It has clearly shown that megamall patrons have average level of perception of megamall. Also, there is significant difference between male and female shoppers in megamall. It was also discovered that megamalls, among others provide a platform for social interaction where people enjoy their leisure activities. It was therefore recommended that there should be a public enlightenment campaign programme to negate the notion that male folks hardly frequent megamall and make purchases. They should be treated as viable customers like their female counterparts.