AN EXAMINATION OF GENDER DIFFERENCES IN SELLING BEHAVIORS AND JOB-ATTITUDES

As women have entered industrial sales in significant numbers, many co mpanies have devised separate selection, training, and motivation prog rams for females. This study examines gender-related differences regar ding job satisfaction, organizational commitment, role conflict, role ambiguity, and performance for both male and female industrial sales p ersons. Simultaneously, perceptions of market- and customer-orientatio n and adaptive selling are investigated. Women reported lower levels o f role conflict and role ambiguity and higher levels of customer-orien ted selling than men. Women also believe that they perform as well as men in industrial sales situations and do not require special manageri al considerations to succeed. Implications for managers are provided.