What has been observed in shopping behaviour is that when men believe they’re getting a good value they are more likely to make a faster decision, while women are more likely to take their time buying, verifying the quality of the item in addition to the company’s values before purchasing. There is a saying that women shop, and men buy. This is to a certain extent a good way to describe their shopping and buying behaviour.
Women Have More to Buy Than Men
Spendthrift women have been the source of humour for a long time, same with how women are in control of the family purse strings, but have you ever thought there might be reasons for this? It’s not only in today’s modern society that women do most of the organizing and attending for children and family’s needs, it was exactly the same in the previous century. Therefore the lion’s share of shopping for items her entire family needs, not handbags and shoes, falls to women.
Way Back: Hunter-Gatherer Civilization
There are some theories about how the hunter-gatherer civilization affects the way men and women shop and buy. It would be all about survival. Men were hunters. They had to find their prey and kill it right away or lose it. Women were gatherers. They would forage for just the right berries, and just the right mushrooms or they risked killing their family. Some claim that this is why men buy, and women shop.
Connecting with Your Audience
The one thing that remains the same is that your ability to get your audience to buy from you lies in whether or not you’ve managed to establish a connection with them, no matter if your market consists of mostly men or women. You must understand why and how your audience buys anything. You’ll make more sales once you can associate the why and the how with the emotional connection to your audience.
To Access Others, Appeal to Women
If you want to sell almost anything from products/services for children to products/services for the elderly, it’s important to do the research necessary to appeal to the shoppers in their lives. Women buy for their children, men, parents and their friends. If you want to sell your men’s fragrance, you need to appeal to the woman in his life.
Studying Your Market is the Key
Today more than ever before, men are responsible for child and family care, while more women put bread on the table. As much as things seem to stay the same, they do change over time. Who knows what effect this will have on buying and shopping habits for men and women. It’s up to the marketer to keep doing their research and never stop studying their particular market.
Studies show that in general men spend an average of 20 minutes shopping, while women can shop all day and choose not to purchase a thing. In conclusion, if men constitute most of your target audience then you’ll need to keep that in mind. If on the other hand women constitute most of your target crowd you can rest assured they are going to want to find all the information they can, compare you to others, and then make their choice.