THE IMPACT OF GENDER AND PROFESSIONAL STATUS ON PERCEPTION OF ETHICAL BEHAVIOR IN PERSONAL SELLING

Abstract

This study aims to explore the different perceptions of salespersons in personal selling and
salesforce candidates (students) in personal selling, and to compare their perceptions toward
gender. An empirical study was conducted as part of the hypothesis testing on perception
differences of selling ethics based on gender differences and on perception differences between
personal seller and personal seller candidates (students). A questionnaire was distributed to
200 respondents in Bandung in early 2013 and in Jakarta in mid-2013. Using mean test, validity
test, and reliability test instruments, data was analyzed to answer the hypotheses. The results
indicate general differences between male and female students in four ethical dimensions,
namely: moral development, ethical value system, ethical issues sensitivity, and ethical
behavior. However, the empirical research showed that gender is not a significant determinant
in testing ethical behavior in general. Significant differences are found in terms of personal
selling ethics and personality trait.