The Impact of Gender On Family Member’s Buying Decision

For understanding and analyzing the impact of gender on the family members buying decision, it is essential to have deep knowledge about consumer behaviour. In consumer behaviour, we study when, why, how and where, buyers do or don’t purchase a product or service. It is an element of marketing that deals with different stages through which a customer goes before and by the time of purchasing products and services till its end-use. Understanding consumer behaviour is not that simple, but for becoming a successful marketer, scholars need to have an in-depth knowledge of it. The behaviour of consumers differ from time to time and three major factors influence it, such as - customer's personal, social and psychological behaviour.

We need to consider various factors while buying a product, some of these factors are as follows.

• Post-purchase experience

• Long term consideration

• The economic or financial situation

• Past regrets link to the previous purchase

• Influence of advertisements

• And so on

Various points should be considered while analysing gender differences in buying behaviours. Men and women have various characteristics that affect their buying decisions. Women show more sensitivity and apprehension, as compared to men while purchasing any product. The changes in the behaviour of both the gender depend on - the context, location, and influence and various cultural and social factors. Some of the main implications of buying behaviour of men and women are discussed in the pointers given below. 

The Main Implications of Buying Behaviours For Women Are As Follows

• The advertisements that attract women are more detailed.

• Women concentrate and appreciate each fine distinction.

• Women are more influenced by the conversational and collaborative style of dialogues.

• Women like more evocative and more colourful images.

• Females get influenced by the feminine qualities in an advertisement, like - slow and soft music.

The Main Implications of Buying Behaviours For Men Are As Follows

• Men don't like complex metaphors.

• The advertisements that attract men generally focus on a single objective. Men generally go for one or two definite types of options.

• Men like humour in advertising and are generally more aggressive and crude.

• Big pictures are something that impresses men because they think in a macro manner.

• Men do not respond to images and colours that they feel are irrelevant.

• Men don't like wordy advertisements. They like concise language and hard data in the advertisements.

Now we can understand that gender plays a vital role than other factors that affect the buying decisions. Women are internally focused while purchasing products whereas men are extremely focused. Therefore, we can say that genders have different characteristics and it affects the decision-making process of both male and female shoppers.