Buyer Behavior Analysis: A Focus on Gender Issues and Differences, Essay Example
Buying is a common course of activity in the modern society that is controlled by the courses of commercial developments in the community. In relation to this matter, human individuals are presented with several elements that are able to create a sense of conditional persuasion especially in relation to buying the different products and services made available in the market. Understandably though, humans, as unique as they are, have different ways of responding to the said points of persuasion (Deaton, et al, 2001, 221). With the many points of uniqueness is gender, which is noted to affect the decisions of the purchasers hence creating different results of market popularity for the different products and services offered for the public consumers.
These specific issues regarding consumer differences actually create a relative situation on the manner by which companies are trying the best they could to create market response through the marketing approaches they engage in. In the discussion that follows, specific points of differences on the aspect of consumer gender shall be given attention to. Pointing out to what these differences are and how they affect the market also intends to direct the condition of marketing development into the course of adjustment that the commercial industry takes at present.
According to research, gender differences affect the buying attitude of consumers in the market by three aspects. These aspects include difference of product demands, difference of product perception and the condition of quantity versus quality ratio. These three aspects could be taken separately or altogether depending on what element of buying attitude is likely being considered to measure the popularity of one specific product or service in the market. To be able to see how each aspect influences the buying condition if the market, a separate discussion in each shall be presented herein.
The first aspect to consider is the difference of product demands (Foxall,, 2005, 61). Naturally, men have different needs compared to women. This alone does create a sense of difference as to how each of these members of the society chooses what to buy in the market. For instance, in the field of fashion, women are expected to be more interested, hence, more fashion styles and choices are created for them compared to the selections created for men. Relatively, the organizations enjoined in the said industry know that women care more about their appearance than do men. On the other hand, when it comes to motorbikes, men are most likely being targeted. Knowing that men are more inclined to getting their own form of personal transport, marketers of motorbikes specifically make it a point that they are able to make a good appeal on the male population of the society.
Another aspect to consider is that of the difference of product perception of men versus the women (Foxall, et al, 2006, 71). Coffee for instance might seem to be a source of energy for men as they face their hectic schedules at work and at home. Meanwhile, women are more inclined to see coffee as a source of relaxation; a beverage that eases their minds off the many stresses that they may encounter in life. Relatively, this difference of perception on coffee affects the decision of each group of consumers especially when they tend to choose what specific flavor of coffee they would want to purchase. In a way, the aspect of product perception speaks out towards the condition by which the buyers see the products to represent themselves in a more psychological manner.
The third aspect to note is the quantity versus quality ratio. Men are noted for being very specific when it comes to buying (Kardes, 2011, 231). Caring less on the price of the product, they give high regard to quality. Most likely, men are noted for accepting the fact that with quality comes a certain amount of price that identifies the value of the item they are buying or the service that they are to pay for. Considerably, women, while they may give high regard to quality, are also concerned about the price of both products and services that they appreciate in the market. Relatively, being more concerned about pricing, women are often regarded in commerce as product critics and price determinants. With women handling the family budget [which is an ideal family setup], they are more concerned on how wise they are spending their money on. Nevertheless, there are certain instances when the women are regarded to have loose patterns of deciding on what to buy especially when their psychological and emotional conditions are compromised. In situations when a women is overtly depressed, at least 6 out of ten women resort to shopping and mindless buying of items they decide to purchase out of impulse. In this case, neither quality nor quantity matter; instead, it is the satisfaction of their desire to release stress that matters at the moment. During instances like this, women are considered to be indecisive, impulsive and uncontrollable hence making them vulnerable in buying anything that they may get their hands into.
Notably, the three aspects affecting consumer behavior based on gender shows that the marketers need to know about the differences of men and women especially when it comes to product and service choices. Relatively, it is through utilizing such knowledge that the companies offering services and products to the public would be able to get the appeal of the right group of individuals they wish to serve in the community. Understanding such behavior shall provide the marketers an edge on how to make sure that the products that they offer shall be accepted by the market they are trying to give attention to.
In relation to this though, there is one constant thing that marketers should accept to be an unavoidable truth: everything changes. These changes in the society do affect the entire condition of human living, hence creating a sense of differentiation on how the consumers view the products and services offered in the market as well. Relatively, as noted earlier, fashion used to be a women-focused industry. However, in the aim of extending the industry’s market scope, a development of new and sophisticated line for men has been welcomed. This change brings about a sense of conditioning that makes have strongly responded to during the past few years. Today, it is not only the women who are concerned about what they wear and what they look like, even the men have become cautious about these matters. As a result, fashion is now a unisex industry that provides good and appealing lines for both men and women. Yes, as the society advances and liberalism becomes more affective within the human community, it could not be denied that consumer taste also intends to make relative adjustments. Marketers then manage their way to see to it that they are giving what the market needs at present. Gauging the expectations of their buyers, these marketers formulate marketing approaches that are sure to capture the attention of their target individuals to purchase what they have to offer. As convincing as several marketing campaigns are, it could not be denied that it is still the consumers who will decide whether a product or service is acceptable or not. In relation to this, men and women, no matter how different they are when it comes to deciding what to buy, they should be considered equally when it comes to getting their appeal to buy specific products and services that are offered in the market. This way, the scope of influence a company may make could be considered vast and suffice to support their campaign towards gaining higher profits from modern trade operations around the globe.
Blackwell, Miniard and Engel (2006). Consumer Behaviour (10th Ed.). Thomson Learning.
Deaton, Angus; Muellbauer, John. (2001). Economics and consumer behavior, Cambridge ; New York : Cambridge University Press.
Foxall, G. (2005.) Understanding Consumer Choice. Baingstoke. Palgrave Macmillian.
Howard, J., Sheth, J.N. (2000), Theory of Buyer Behavior, J. Wiley & Sons, New York, NY.
Kardes, Frank R.; Cronley, Maria L.; Cline, Thomas W. (2011). Consumer Behavior, Mason, OH : South-Western, Cengage Learning.
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