Gender differences in buyer behaviour

There are many differences in males and females not only in body but in mind as well and with the way they react to different things. Females tend to take more interest in certain things than males. Likewise males tend to take more interest in other things than females

Men and Women both are impressed and attracted to different things such as women are impressed by sentimental and emotional things such as a woman would be impressed with a man who:

• Compliments her  > respects her > honours her > cuddles her > kisses her > loves her > strokes her teases her > comforts her > protects her > spends money on her  > wines and dines her > buys things for her > listens to her > cares for her > stands by her > supports her > holds her > goes to the ends of the Earth for her.

Whereas men are impressed easily by material things such as :

• food > porn > racing cars > games

Many companies use the gender to help them target the right audience. Gender plays a vital part in the world of marketing, Depending on what product and service a company is selling.

The product and services may be directed at a certain gender type male or female. The form of advertising and attracting changes depending on which gender type is targeted. males and females respond and remember certain things differently to each other. Therefore the way advertisers market their product and services to the gender differ as the marketing communication methods and forms of Advertisements used are directly appealing to either males or females. females are more emotional and sentimental who are likely to remember the little simple things and are attracted by intimate things. Whereas males are likely to remember larger material things and would not seem to be interested in the little inmate things such as women. For example a .group of people were brought to a room and later asked to remember various items there. both genders would remember completely different things. The results where that :

• The men remembered the big picture of an office like the location of a desk or bookshelf.

• The women remembered more intimate details like a vase of flowers in the corner, or a picture of a husband and wife on a book case.

Schiebe and Condry (1984) examined advertisements according to product type and found major gender differences in the values promoted in advertisements.

Advertisements aimed at women seemed to be stressed over beauty and youth whilst adverts aimed at men were more valued by ambition and physical strength


When men are making purchasing decision they base their decision on partially digested information as they are less patience and not attracted to picture. They want simplicity and clarity . there for they purchase things quickly if it attracts them. They don’t spend time looking around for deals or finding out more about the product they are purchasing.

Whilst women are likely to spend time whilst purchase products finding out all the information, looking around for deals , reading through all the paper work , and less likely to make a quick decision when purchasing something. Women are more open minded than men, and are attracted by pictures and many other things.

For women adverts and products that attract them would be adverts that are mainly directed at women which may have more colour and detail. E.g. toiletry ads , make up ads etc

Women may find humorous adverts rude, and are likely to purchase things direct from the shop rather than online as men are more lazy making quick decisions therefore would purchase things direct , and online.

this video is directly aimed at women:

 
men :