For 90% of women, shopping is a pleasure, but is it really about buying?
Women are willing to spend much more not only in the household but also in the workplace. It is good to know that there are differences in purchasing decisions between men and women. Knowing them will make it easier for us to achieve marketing success.
A huge market that is worth being aware of!
Ladies often do not realise what a huge purchasing responsibility lies on their shoulders - more than 80% of all consumer purchases. We can safely say that they are responsible for the proper functioning of the global economy. Women, unlike men, do not buy products for themselves. The question is, how do women make purchasing decisions? According to expert Martha Barletta, gender plays an important role. Therefore, it selects 4 main differences:
Consultation of friends and acquaintances
Women like to ask for feedback before making a decision to buy or use a service and, unlike the opposite sex, they are happy to ask for help or clarification. Their decisions are often influenced by the image of the company or the way they are served. Men, on the other hand, like to rely only on themselves and focus on the facts about the product.
It's not about buying the first one on the shore...
According to Barletta, men buy and women go shopping. The male gender, when going shopping, has everything planned, if the goal are long, jeans pants, then the man will choose a pair, try it on, and then, if the size is appropriate - decides to buy. A woman, on the other hand, is looking for the perfect product, if it is a new blouse, rarely knows in advance what colour it will be, but it is important to know if it is suitable for work, going out to the cinema and if it will fit into the already existing wardrobe. The result is a journey through several stores.
The women's shopping trip should be compared to the Minotaur Labyrinth, because they put a lot of effort into making the right decision. They prefer to check out more options and get as much information as possible before they make their purchase. Men, on the other hand, consider such actions to be unnecessary and a waste of time for them.
The choice is made... but is that the success of the sale?
The activities that women do after buying a product turn out to be much more important than just buying the good:
recommend - they have previously familiarized themselves with the offers of competitors, so they are certain of their opinion,
are loyal - if they are satisfied with the contact with the seller, they will be reproached for making a purchase with the competition, even if the offer is better,
share their shopping experience.
In men, it's a little different:
the most important thing for them is the product,
are not willing to listen to the advice and guidance of salespeople,
The willingness of the seller to help, they can take away the autonomy and put them in a lower position.
How can marketers benefit from this knowledge?
According to Barletta, a woman needs to be provided with the necessary information, from oral communication to: promotional articles, websites, etc. This helps her to make decisions more efficiently. Salesmen also play an important role, so it is worth taking care of appropriate training and making them aware that the sex of beauty takes longer to make purchasing decisions. Since a woman is looking for the perfect product, it is important to show her the positive and negative characteristics of the object in such a way that it seems appropriate to her. This is just a few tips, as the subject is extensive but also worthy of attention.
Are we able to predict the future?
In order not to be surprised by the competition, it is worth following Tom Peters' opinion that the women's market is the greatest chance for marketing success today and in the future.