Gender differences in supermarket choice : An expositional analysis in the presence of ignorance using CaRBS

Purpose – The purpose of this paper is twofold: to outline and analyse the issue of gender differences in supermarket choice; and to demonstrate the nascent CaRBS technique as an appropriate analysis tool on incomplete data. Design/methodology/approach – The paper presents a CaRBS analysis of survey‐based data with emphasis on the visualisation of the evidence on the reasons for supermarket choice in discerning the gender of those making the decision of which supermarket to visit. Findings – Using the original incomplete data, there are certain reasons, such as range of stock, that are viewed differently by male and female consumers when deciding which supermarket to choose. Practical implications – CaRBS provides the ability to analyse incomplete data without the need to manage the missing values that are present, and the ability to optimise the classification of respondents based on their gender through minimising ambiguity but not the inherent ignorance in the evidence from the questionnaire‐based responses. The relevance of characteristics can be found, even though many of the response‐based data values are missing. Originality/value – The paper provides a clear demonstration of the ability to analyse original incomplete data, mitigating having to interpret results from managed data. The paper also introduces the CaRBS technique as a practical analysis tool in marketing research.