Female vs Male... The Gender Differences in Buyer Behaviour....

Admittedly it is quite easy to see the differences between a female and a male.  However it is now relevant to discover the differences between genders when it relates to Buyer behaviour.  It is necessary to explore what influences a man and a woman to buy a product or service and what appeals primarily to them.  Marketers can not promote to men the same way they do to women due to the fact that both genders are "different biologically, psychologically, and socially," (talentzoo 2010).  Therefore to sell products to both sexes accurately, they need to consider a range of different techniques.

Firstly marketers take into consideration the issues of femininity and masculinity which play a huge part in society today.  These are also considered strong aspects of identity and self concept.  Before marketers construct promotional campaigns they need to identify the different attributes/traits that are associated with both men and women, which ultimately groups them into either gender.  For example the most stereotypical traits that males are known for are; Brave, competitive, aggressive, active and strong.  Whilst women on the other hand are usually stereotyped as being; sensitive, gentle, caring and emotional.  Advertisers will use these stereotypical traits to create products and marketing material which appeal to a certain gender

According to Solomon et al., (2010) the reason there,  is a difference in gender buyer behaviour is that many products are sex-typed, which leads to differences in gender buyer decisions, as a product usually holds feminine or masculine attributes which consumers can often associate with one gender or the other.  Marketers are the main reason why products are usually sex-typed, for example; colour coded pink baby toys and princess play houses hold the feminine attribute, which therefore will not usually appeal to a men  This also occurs with major brand names, many names containing alphanumerics (Formula 409 and Clorox 2) are assumed to be quite technical therefore assumed to be masculine.  There is also a gender difference which influences the things consumers may buy.  Studies show that men tend to buy instrumental and leisure items whilst women will tend to buy symbolic and self expressive goods.

Marketers usually discover that alternative methods may need to take place when a potential customer is male rather than female for example the use of colour in a promotion, advertising and packaging can all create and present a gender message to consumers.  Colours in adverts usually identify what gender it is aimed at.  Light pink, lilacs and reds are often aimed for women, whilst men usually relate to royal blues and greens.  In 1984 Schiebe and Condry examined different advertisements according to product type and found major gender differences in the values promoted in adverts.  For women, the promotions emphasised beauty and youth whilst with the men it was upon value ambition and physical strength.
Here are some examples of this:

This is an average advert aimed for women.  It includes both the usual emphasis on beauty and youth.  The product is based around this also.  By using an older women looking younger adds to appeal of beauty and youth, this advert would not have the same effect if it had an image of a wrinkly old women.

This advert is a classic example of a mans advert.  It shows strength through the use of a healthy looking model, who is muscly and young. The use of the sea also indicates health and strength.  The blue colours also appeal to the males.  By using a young model it tries to appeal to men as this is the type of person most men inspire to be like.

According to nielsenwire (2009) marketers who wish to appeal to women effectively, the need to get product design, packaging, pricing, branding and messaging correct.  They also need to understand how the female subconscious mind receives and processes information and directs behaviour.  Marketers also need to understand that women have better memories for more detailed information than men do however men tend to have better spatial ability and ability to build systems.  There are also many other factors/implications that advertisers need to consider these are:

For women the main implications are as followed:

1) Adverts are often more detailed

2) Women appreciated very fine distinctions such as; five different variations of shampoo.

3) Women like a collaborative conversational style dialogue

4) Women preferred strong colours and evocative images

5) Girls prefer more feminine qualities in an advert such as; soft music.

Here are some examples of adverts which appeal to women, due to many of these reasons:

The main implications for a male may include:
1) Adverts usually focus on one main object
2) Men usually pick up on one or two very obvious kinds of cues.
3) Men will need to be shown the big picture as they think in a more macro way.
4) Men are less likely to process complex metaphors.
5) Men enjoy humour in adverts and are usually more crude and aggressive.
6) Sex in adverts sell to men
7) Men find a 'chatty' style in adverts annoying.  They prefer hard data and concise language.
8) Men do not really respond to any colours and images seem irrelevant.
Here are some examples of adverts which appeal to most men:

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.

Can You Think of Any Gender Differences?