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Study on Buying Behavior of Men and Women Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-4, 2016 ISSN: 2454-1362, http://www.onlinejournal.in Study on Buying Behavior of Men and Women Waqaruddin Siddiqui MBA, Aligarh Muslim University, Aligarh, India. Abstract : Males and females want different products Keywords: Consumer behavior, buying decision, due to their different upbringing and socialization gender difference, shopping behavior. along with various other factors like social, psychological etc. And they are likely to have different ways of thinking about obtaining these. We INTRODUCTION can see in our daily life that both genders are completely different in decision making whether it is The field of consumer behavior tells us that how a personal life, professional life and even if it is individuals, groups, and organizations select, buy, eating or shopping decisions both the genders differ use, and dispose of goods, services, ideas, or completely in every stages of decision making. experiences to satisfy their needs and desires. Females seem to have pleasure while they shop Understanding consumer behavior is never simple, whereas most of the men appear to be more disdain because customers may say one thing but do another. towards it. John Gray’s 1992 book “Men Are From They change their minds at the last minute. Mars, Women Are From Venus” confirmed what men and women have always known: The two sexes differ Companies can use it as a strategic tool for making in their perspectives, motives, rationales, and profit by understanding that how and why consumers actions. In this paper, an attempt is made to buy. understand these differences at every stages of Why and how consumers buy can be understood purchasing decision. using Stimulus- Response Model shown below: (Kotler Philip, Keller Kevin, Koshy, Jha, Marketing Management, 12th Edition) Decision Buyer’s Character • Product Choice. • Social. • Brand Choice. • Cultural. • Dealer Choice. • Personal. • Purchase Timing. • Psychological. • Purchase Amount. Buyer’s Decision Process • Marketing Structure Problem recognition. • • Product. Information search. • • Price. Evaluation. • • Place. Decision. • • Promotion. Post-Purchase behavior. Imperial Journal of Interdisciplinary Research (IJIR) Page 664 Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-4, 2016 ISSN: 2454-1362, http://www.onlinejournal.in As this model is indicating that both the Marketing Cultural: Cultural factors are coming from the and environmental Stimuli enters the buyers different components related to culture or cultural consciousness. In turn the consumer makes some environment from which the consumer belongs. buying decisions. Social: Reference Groups, family, social Role and status Main task for any marketer is to understand that what happens in between these two stages. Personal: Gender, age, stage in lifecycle, occupation, This model tells us that consumer’s buying behavior income, and lifestyle. is influenced by cultural, social, personal, and psychological factors. Psychological: Psychological factors like motivation, perception, beliefs & attitudes of consumers also have a deep impact on the buyer decision. Factors affecting consumer behavior Consumer buying decision process Consumer behavior is influenced by many factors. Consumers vary in terms of age, income, education Consumer behavior is very complex and may vary etc., these characteristics influence the buying greatly across different products and consumers. behavior of consumer. Consumer behavior is Therefore it is very important for marketers to influenced mainly by four factors. But it does not understand the consumer behavior so that they can mean that all the consumers are similar because the formulate the better strategies for the target psychological factors play major role and this varies consumers. If marketers understand this process of from person to person. their consumers, they will know how their consumers search for information before buying, which criteria Following are the main factors that influence the can encourage them to buy, and what factors consumer behavior: influence their purchase decision-making. (Solomon et al., 2010). Scholars have developed a “stages model” of buying decision process. The five stages of this model are: Problem recognition: Process starts when cognitively oriented. Consumers vary as to which consumer recognizes the need. Marketers have to product attributes they see as most relevant and the understand the spark or stimuli which generate the importance they attach to each attributes. They will needs in consumers so that they marketers can pay the most attention to attributes that deliver the formulate strategies accordingly to generate the sought benefits. needs. Purchase Decision: At this stage, the consumer Information search: when the need or problem is will choose one brand from all available brands after identified then this aroused consumer will search for evaluation. The consumer may also form an intension more information to solve this recognized problem. to buy the most preferred brand. Attitude of others There are various sources through which consumer and unanticipated situational factors can intervene gathers information and each source plays a different between the purchase intension and the purchase role in influencing buying decision. Consumers learn decision. about the features of different competing products. Post purchase Behavior: After purchasing the Evaluation of Alternatives: At this stage, product, the consumer may experience some level of consumer will evaluate all the available alternatives satisfaction or will feel some dissatisfaction. So the and there are several decision evaluation processes, job of marketers is not over after consumer buys the the most current models of which see the process as Imperial Journal of Interdisciplinary Research (IJIR) Page 665 Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-4, 2016 ISSN: 2454-1362, http://www.onlinejournal.in product. Marketers must monitor the post purchase approach and their process are often quite different. action, behavior and post purchase use of product. For most women, sharing and discussing a problem presents an opportunity to explore, deepen or Gender difference strengthen the relationship with the person they are Gender is the most important factor among all the talking with. Women are usually more concerned factors that influence the consumers buying decision. about how problems are solved than merely solving Various studies proved significant differences the problem itself. Most men on the other hand are regarding purchase behavior and gender differences. less concerned and do not feel the same as women The differences are based mainly on sociological and when solving a problem. Men approach problems in a biological particularities. very different manner than women. For most men, solving a problem presents an opportunity to According to Mitchell and Walsh (2004), males and demonstrate their competence, their strength of females want different products and they are likely to resolve, and their commitment to a relationship. How have different ways of liking and obtaining these. the problem is solved is not nearly as important as Gender has an important role in consumer behaviors. solving it effectively and in the best possible manner. Because, the differences between men and women Men have a tendency to dominate and to assume about expectation, want, need, life-style etc. reflect to authority in a problem solving process. their consumption behaviors (Akturan, 2009:66). Consumer buying decision process and Solomon et al (2010) suggests that, products are sex- gender differences typed or androgynous. Sex-typed defines a product As we have discussed earlier also that males and that takes on masculine or feminine characteristics. females differ in their buying decision process right Put simply, Barbies for girls and hot wheels for boys. from the problem recognition stage to post purchase behaviour. Many renowned personalities have done If we talk about socialization of men and women, researches on these differences. men mostly considered to be focused externally and they see situation as issues that might be resolved and As per a research by Davis and Rigaux (1974) wives women are considered as internally focused and most were found to be dominant during the problem of the time they connect and relate to others. Gender recognition and information search stage for differences can be seen in every kind of purchases “traditional” female products like home furnishing, like purchase of consumer goods, purchase of appliances, cereals etc. whereas husbands were found fashionable goods, and purchase of FMCG goods etc. to be more dominant in the information search stage Women are considered as being warm, expressive, for male dominated products like automobiles, compassionate, and understanding (Broverman et al., television sets, razors, etc. Gender has been identified 1972; Martin, 1987; Ruble, 1983; Williams & Best, as a factor influencing information search and other 1990). People feel more positive toward women than meaningful consumer behavior constructs (Putrevu men and, also, prefer to like women to men. (Eagly & 2001). Men and women consumers evaluate Mladinic, 1989).This fashionable paradigm of the messages in advertisements differently. differences between men and women are passively accepted by marketing practitioners around the According to the French study with more than 700 world. Obvious
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