Title: Gender difference and the consumption of luxury cars in the city of Douala-Cameroon

Authors: Nanche Billa Robert

Addresses: Department of Sociology, Anthropology and Social Sciences for Development, Faculty of Arts, Letters and Human Sciences, University of Maroua, P.O. Box 644, Republic of Cameroon

Abstract: The purposive sampling method was used in collecting data in which we directly contacted the consumers of conspicuous cars and handed them the questionnaire. Results indicate that men dominate women in the possession of luxury cars. Although a significant number of female consumers possess more expensive and status revealing cars than men; and men possess more luxury cars than women, there is statistically no correlation between gender and the cost of cars, the number of them possessed and their brands. More women consider the purchase of a luxury car as a dream that has been realised. Dominance and defence as motives for buying a luxury car for men are totally rejected by women. Gender difference in term of income inequality does not significantly affect women's participation in the consumption of luxury cars.

Keywords: conspicuous consumption; luxury cars; gender; motives; brand of car; cost of car; Cameroon.

DOI: 10.1504/IJLTM.2019.103555

International Journal of Leisure and Tourism Marketing, 2019 Vol.6 No.3/4, pp.238 - 253

Received: 24 Aug 2018
Accepted: 27 Feb 2019
Published online: 11 Nov 2019 *

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