Influence of Gender on Consumer Buying Behaviour

Introduction

• Difference in Upbringing and Socialization• Depict different behaviour at various

situations

Need Recognition

Evaluation of Alternatives

Post purchase behavior

Consumer Behaviour

• Study of when, why, how, and where people do or do not buy a product

Influencing Factors

• Cultural• Social• Personal• Psychological

How Buying Behavior Changed Over Time

• Consumers of Pre-liberalization phase-stable, inward looking, risk averse and limited choices

• Consumers of Transient Phase-Experienced multi-choices, risk takers , better off than parents

• New millennium Consumers-Enjoy life, greater self control, exposure to products, personal style and pleasure

How Gender Difference Determines Buying Behaviour

• Women are considered as being warm, expressive, compassionate, and understanding.

• Approach problems with similar goals but different consideration.

• Women are concerned about how problem is solved-share and discuss the problem.

• For men solving a problem demonstrate their competency-commitment to a relationship.

Reason Behind Gender buyer Behaviour ?

Alternative methods-:• Colours• Themes• Music

For women, the promotions emphasised beauty and youth. For men it is upon value ambition and physical strength. men tend to buy instrumental and leisure items. women tend to buy symbolic and self expressive goods.

•  Includes both the usual emphasis on beauty and youth. 

• By using an older women looking younger adds to appeal of beauty and youth.

• It shows strength through the use of a healthy looking model, who is muscular and young.

• The use of sea indicates health and strength. • The blue colour appeal to the males. 

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So what is the reason behind these differences?This part identifies scientifically the reasoning behind why buyer behaviour is different for both genders. So here goes... Firstly the hormones each human has is responsible for the development of the body and brain. The testerone in a person influences the growth of the body halves and brain hemispheres. A Person can either develop a bigger left body half known as an E Type of develop a bigger right body half known as an S-type. Every human is either born one or the other and normally stays this way all through life.So how does this relate to gender differences?Well... Firstly S Type people are systematises, a person like this are usually characterised by their small spectrum of interests and a high attentiveness for details. These types of people are usually males. Whereas an E-type person is usually a woman. The E stands for Empathics. This means that the consumers with this type are able to identify with a large amount of defined human emotions. It also means that the perception and understanding of cognitive and emotional process with another person is good. This leads to interests and other factors being different to that of an S Type person. Therefore these are the ultimate reasons why genders behave how they do. Due to how we were developed, our buyer behaviours are based from our brain core, when we were born. Things that appeal to women may not appeal to men due to these facts.

For women the main implications are as

followed:• Advertisements are often

more detailed.• Women appreciated very

fine distinctions.• Women like a collaborative

conversational style dialogue.

• Women preferred strong colours and evocative images.

• Girls prefer more feminine qualities in an advert such as soft music.

• The main implications for a male may include:

• Adverts usually focus on one main object.

• Men usually pick up on one or two very obvious kinds of cues.

• Men will need to be shown the big picture as they think in a more macro way.

• Men are less likely to process complex metaphors.

• Men enjoy humour in adverts and are usually more crude and aggressive.

• Sex in adverts sell to men• Men find a 'chatty' style in adverts

annoying.  They prefer hard data and concise language.

• Men do not really respond to any colours and images seem irrelevant.

How Communication Strategy Works?

Stereotypical TraitsMEN

Brave, competitive, aggressive, active and strong

WOMEN

sensitive, gentle, caring and emotional

CONCEPT OF MASCULINITY AND FEMININITY

What sort of strategies do Brands adopt based on Gender differences ?

W.A.L.S. Campaign

MEN BUY,WOMEN SHOP

For men, the process of shopping is a mission

-They love having bought something. They just don’t like the process. It’s a subtle difference, but an important one.”

The biggest misconception is that men don’t like shopping

WOMEN-I love shopping even when I have a deadline

MEN-We buy it and we leave

Feeling Important vs. Checking Out fast

• “lack of help when needed” is the top problem for women

• Women shoppers values sales associates who make them feel important

• Men value the sales associate’s effort in getting them through checkout quickly

• Difficulty in finding parking close to the store’s entrance is the top problem for men

Women are gatherers. Men are hunters

• She wants more interaction

• He wants quick answers

• Women tend to be more focused on people

• Men act almost as if they are dealing with an ATM machine

• In fact, they want to deal with an ATM machine. They really don’t want to deal with a person

Men and online

• The clutter and lack of control that causes many men to shy away from a high street shopping spree.

• Men are very vocal customers and will go to great lengths to let us know whether they like something or not.

• Women tend to shop more on impulse or because it’s ‘in fashion’, men more out of necessity or pure desire.

Impact of Females in Making a Buying Decision

• In the Indian Society it is assumed that the females of the family play a pivotal role while any buying decision is made.

• women are much stronger buying involvement than did men, in terms of emotional involvement whereas men were high on quality and efficiency.

• Women list more objects of sentimental value, while men choose more items relating to leisure and finances.

• women generally make purchase decisions on a more emotive level, whereas men go more with the facts and data.

• "Men Buy, Women Shop,

Factors affecting the buying behavior of women

• Factor of time

• Long term consideration

• Influence of advertisements

• Post purchase experience

• Past regrets related to any purchase

Gender difference in consumer behavior

Conclusion & suggestions

• Marketers need to understand gender based tendencies in order to better satisfy the customers.

• Concentrate on women of age group20 – 50 on their marketing of house hold goods.

• While marketing expensive/ durable goods male segment need to be targeted.

Men & Women

• Female customers: – Mall exploring– Opportunistic– Selflessness

• Men hunt for meat, women hunt for vegetables

• Marketing overload: – Traditional approach to purchasing decision– Open sided– Single brand approach

Gender marketing

• Different Section of store for men & women• Eg. Toys: Lego, Barbie• 25% increase in sales • Gendered difference since 1970's • Targeting a segment offers more lucrative profits • Shape, texture, packaging, logos, verbiage,

graphics, sound, and names to define the gender of a brand

• Gender contamination

Gender Perception

• Women’s perception: “There is a pride in the ability to be prudent and get the best products for the best prices”

• Marketers empathize greatly by placing selective deals to offer a sense of accomplishment for women’s shopping experience

Buying behaviour

• Decision simplicity index for customers: – Navigate info about a brand– Trust– How quickly can the options be weighed?

• Gen X & Gen Y• Eg: Mc-D: Find the woman inside the mom• Autonomous men- untapped market• How do women & men look at opinions differently in a

buying pattern?– Women- gather opinions for a decision– Men- vice-versa

• Most important factors:– Men: Age, income & education– Women: Family status & employment status

Thank You