The moderating effect of gender on the influence of the atmosphere of drinking establishments and the behavioral reactions of Cameroonian consumers

Abstract

The aim of this paper is to test the moderating effect of consumer gender on the relationship between bar atmosphere and behavioral responses. To this end, seven hypotheses were developed.  In order to test the hypotheses of this study, information was collected by means of a questionnaire and from a convenience sample of 1000 bar patrons. After the data collection and processing, we performed moderated multiple regressions. This research shows that gender does not moderate the relationship between light and the amount spent by customers in a pub. Gender does not moderate the relationship between music and the amount spent by consumers in a drinking establishment. Gender does not moderate the relationship between music and the amount of time spent by consumers in a public house. Gender does not moderate the relationship between spatial crowding and time spent by patrons in a drinking establishment. Gender does not moderate the relationship between social crowding and time spent in a drinking establishment. These results show us that gender does not influence the relationship between the atmosphere (music, social crowd, spatial crowd and color light) of drinking establishments and behavioral relationships (amount spent and time spent). Gender moderates the relationship between colored light and time spent by consumers. Gender also moderates the relationship between the social crowd and the amount spent by consumers in a drinking establishment.

JEL Classification : M31

Paper type: Empirical Research