Discuss the extent to which female buying behaviour differs from male buying behaviour and how marketing can address these differences with reference to a particular market sector (such as clothing, food or technology products).
Over the past few decades, there has been a growing interest in the field of buying behaviour, especially the differences between males and females. Engle et al. (1991) had divided buying behaviour into five stages, which are problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour. Furthermore, clothing has become an important part of daily life. However, males are partly different from females when they choose clothing.Therefore, it can be more effective if marketers use different strategies which depend on those differences. This assay will first combine these five stages into three parts, and then explain that females and males have varying degrees of difference in these three parts, at last will suggest different strategies for marketers.
Buying behaviour can be divided into three parts, which are “Before buying”, “Buying” and “After buying”. Firstly, “Before buying” is the part that includes problem recognition and information search. This part is the period which customers realize problems or needs, then search the information about purchase. Secondly, “Buying” is the part includes evaluation of alternatives, purchase decision. This part is the period which customers keep choosing between replacements and brands until decide the final choice in the choices set. Finally, “After buying” is post-purchase buying behaviour. This part is the period which customers finish purchase and make responses. However in these three periods, females differ from males.
In “Before buying” period, females are slightly different from males. Sellers show their information by advertising to attract customers. However, males and females have different ways to receive information before purchase. Along with the development of technology, the Internet has become an important channel of advertising. Wolin and Korgaonkar (2003) explained that the advertising on the Internet is thought to be more serviceable and agreeable by males. Yet, most females prefer traditional media such as magazines and newspapers to collect information rather than online. (Wolin and Korgaonkar, 2003)On the other hand, customers can obtain information from other customers such as friends and relatives. When other customers give their recommendation, females are more easily to be influenced than males. Garbarino (2004) reported that when customers buy items online, the advice from friends will significantly influence women, but most men cannot be influenced. Therefore, females tend to receive information from traditional channel and other customers.
In “Buying” period, men and women are strongly different. On the one hand, it seems that the demands of purchase for women are higher than it for men. According to Mitchell and Walsh (2004), there are three differences between men and women. Firstly, the clothing purchase of males is more effective and quicker. Most males will not spend much time on shopping. But females tend to spend more time in evaluating alternatives, and attempt to buy perfect products. Secondly, females prefer fashion clothing. Most women attempt to keep date to fashion, and it is the reason why they enjoy shopping. Nonetheless, men will not pay much attention to fashion. Thirdly, females are more likely to be confused when they face many choices. (Mitchell and Walsh, 2004) It is obvious that these three differences are related. Because females show more interests on fashion and tend to buy the most suitable items. Thus, it will cost much more time, and may leads confused due to over-choices.
On the other hand, due to the different demands and attitudes for clothing, the decisions from men and women are different. Mitchell and Walsh (2004)...
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