Asian purchasing agents’ perceptions of women sales representatives

Abstract

To enhance our understanding of the optimal buyer‐seller dyad composition in different cultures, this study investigates differences in male and female buyers’ perceptions of male and female sales representatives in Pakistan. Data collected from 88 Pakistani buyers reveal that although male and female salespeople were perceived somewhat differently depending on the buyer’s gender, many similarities were also found. In addition, buyers did not perceive salespeople of the same gender more positively than salespeople of the opposite gender. Most of the male buyers did not perceive sales to be an appropriate career for Pakistani women. Overall, the results suggest female Pakistani sales representatives are more relationship‐oriented, and some male Pakistani buyers may prefer working with female salespeople.

Citation

Sojka, J.Z., Gupta, A.K. and Deeter‐Schmelz, D.R. (2001), "Asian purchasing agents’ perceptions of women sales representatives", Women in Management Review, Vol. 16 No. 7, pp. 325-333. https://doi.org/10.1108/EUM0000000006114