Impact of Gender On Purchasing
Impact of Gender On Purchasing
Impact of Gender On Purchasing
The study of consumer buying behaviour is gateway to success in market. The field of consumer
behaviour tells us that how individuals, groups, services, ideas, or experiences to satisfy their needs
and services. Purchase decision-making styles fuse cognitive as well as affective features o.
purchasing behaviour. When gender differs, the perception of consuming the product is different as
well. Men and women tend to have different choices while shopping because of the difference in
their upbringing and socialization of a consumer. The process of decision making is one of the most
complex mechanisms of the human thinking. Gender is the major factor out of all the other factors
that affects consumer. All marketing decisions are based on assumptions and knowledge of
consumer behaviour.
Factor of time
Economic situation
Influence of advertisements
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 macro way.
Men enjoy humour in adverts and are usually more crude and aggressive.
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.
The process of shopping is a mission for men. They don’t like the process of shopping but they love
having something bought. It’s a subtle difference but an important one. The biggest misconception is
that men don’t like shopping. Women-they love shopping even when they have a deadline, men-
they shop and they leave.
GENDER PERCEPTION- Women feel pride in their ability to get the best products for the best prices.
Marketers empathize this perception greatly by placing selective deals to offer a sense of
accomplishment for women’s shopping experience. Men buy on immediate needs rather waiting for
best deals. They only buy what they need despite of the deal offered.