GENDER DIFFERENCES IN ECO-FRIENDLY CONSUMER BEHAVIOUR: INSIGHTS FROM TOURISM AND HOSPITALITY SECTOR OF CENTRAL KAZAKHSTAN

Current trends in product customization and service personalization leads to detailed analysis of consumer needs, this in turn is very important for creating unique and suitable offerings by targeting right consumer segments. The scope of the research covers Central Kazakhstan and Ulytau region in particular. This empirical research is based on the quantitative research method and applies a survey data collection technique. The self-administered questionnaires were distributed among potential consumers relying on a stratified random sample technique. The gender specific differences in consumer behavior have been tested by the application of a T-test analysis using the SPSS.22 analytical software. The findings show that there is a significant difference between male and female consumers depending on gender in their preferences regarding eco-friendly tourism and hospitality services, and each segment requires an individual marketing approach.

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