There are many elements that can influence a consumer’s purchasing decision making and gender is a key consideration for the successful marketing of a product. We all approach shopping with different motivations, considerations, and perspectives, but there are some observable differences in how men and women shop.
Acquiring an awareness of the role gender plays in purchasing decisions and identifying gender-specific tendencies is something businesses pay attention to and study frequently, but could also benefit you.
The hunter
A study published in the International Journal of Consumer Studies by Yoo-Kyoung Seock and Lauren R. Bailey found that, when shopping online, gender plays a role in purchasing behaviors. They concluded women viewed more sites and considered many options before making a decision. Therefore, when considering, for example, which online casino to commit to gambling with, women are more likely to shop around. To do this, they may view several casino promotions before committing to making a deposit. While this behavior could result in discovering a better casino offer or one more suited to the way you gamble, men will generally be quicker and more efficient.
While the study focused on online behavior, conversing with male and female friends would conceivably reveal a large amount of anecdotal evidence that these behaviors are also apparent when shopping in person. Men desire a swift and effortless purchasing process, while women find pleasure in the hunt and enjoy browsing.
The utilitarian
A study from the International Journal of Management Studies sampling shoppers at a busy shopping mall discovered that men’s motivation when shopping is more utilitarian, while women’s shopping motives are more hedonic. In other words, men shop to complete a practical action, while women shop because it’s fun. This means products marketed toward men tend to focus on why you should buy the product and quickly outline why it makes sense for you. A classic example of this is the Quick Drying Woodstain, Ronseal which “Does exactly what it says on the tin.”
As women are more hedonic shoppers, the purely functional approach can prove ineffective, and ads that provide more information about the brand’s vision and how the products will make you feel have greater reach. The Dove real beauty sketches are a good example of products marketed to women by conveying the brand’s intention and appealing on an emotional level, rather than functional.
The loyal
Several studies have concluded that we prefer to interact with items specific to our gender, and these preferences are observable throughout our lives. Women tend to pay attention to social stimuli and human faces, while males are more attentive to non-social stimuli. In practice, women generally show a more prominent degree of loyalty if they build a relationship with the person representing the product or if they receive a pleasing service. Men continue to focus on things and will commonly remain loyal to a brand that they found sufficient for their needs.
While it’s controversial to discuss gender differences in today’s world and it’s important not to take generalizations too far or deal in stereotypes, considering your purchasing behavior could be helpful in finding your next bargain.
