Something that is common to all people is that everyone is in need of food. However, people may differ about the choice of brand and the motives for the purchase. In the essay enables the reader to study if the purchasing behaviour may differ between the sexes, which also respond to the essays purpose. The purpose of this essay is to identify and describe any differences in buying motives of convenience goods between the sexes in a student population. In order to answer the purpose of the essay a study on ICA Maxi were conducted on 20 students from the University of Karlstad, ten women and ten men. The investigation has been carried out using a pair of glasses with video and audio recording capabilities. We have used the Think-aloud method, which means that respondents directly motivate why they perform a particular purchase. With the help of the survey, we found that there are some prominent differences in purchasing behaviour between the sexes.