This thesis has investigated the difference in the acceptance and of subsequent purchase between two baked products according to sex of the individual. The study was conducted on 350 shoppers at selected supermarkets in Muncie, Indiana, to determine if there is a need for further study in the area of sex difference as a determinant in the type of criteria used to judge products in the marketplace. The development of the instrument used to collect the data and method of administration of the instrument are discussed.Analysis of Variance was used to analyze the data. No significant difference was found in the hypotheses tested. Recommendations for further study in the area of sex as a factor in products behavior are discussed.