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Men stare at space while women check multiple outfits. Isn’t that a sweeping statement or maybe a cliché? Men have been stereotyped and on the other hand, women are the epitome of having an insatiable desire to shop. Any man’s expressions look like waiting till eternity for her woman to finally make up her mind. The flickering of fluorescent lights in the shopping mall continues to hypnotize the man. So do men hate shopping?
Contrary to popular opinion, many men are perfectly happy to hit the stores. It is the process of shopping that they hate. The generalization that men and shops do not gel well together is a cliché. There is a subtle difference that retailers need to understand. Biologically, men buy for their needs while women shop for their wants. Women are naturally programmed to be a gatherer whereas; men behave like a hunter since primitive times. And this 21st century is no different. So any man’s job is to target the exact thing rather than wandering aimlessly to look at various options available. Men are far more decisive when it comes to shopping.
However, women shop on behalf of their kids, husband, in-laws, friends, professional associates and even for their friend’s kid, to name just a few. Their tendency to constantly evaluate their purchases and the impact it will have onthe people they care for is visible to everyone. So it is a must for retailers to understand their absent influencers as well. By doing so, retailers can overcome the hidden barriers to the sale.
Diversity in the shopping behavior of both the genders need to be addressed before forming any notion about them. Nowadays, both the genders are staying single and settle down later in life. So don’t risk your sale by forming stereotypes about them.
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