Men shop but women buy

on Tuesday, 09 February 2010. Posted in N21 Business Blog

Do you ever give much thought to the gender of your customers?


This may seem like a silly question for businesses that sell to both men and women, either in a consumer or a business to business context. Men and women process information in very different ways and this has a huge impact on how they spend their money or their company’s money. Men hunt, women gather.

For the majority of men, shopping is a mission, they know what they want and they go out and buy it, as quickly as possible. Women on the other hand have a greater variety of shopping modes and as many men can testify, they often won’t buy until they have explored all the possibilities.


Here are some important points to remember when selling to women

On average women shop over 300 times a year. Women hold the purse strings, responsible for over 75% of consumer expenditure and are important decision makers even in business markets traditionally associated with men and they are frequently more loyal customers.

The FAMILY Factor – Women buy for themselves, their homes, partners & children and are usually the household’s chief gift purchasers

The FEMALE Factor – Women buy many of the same products as men, but for different reasons and in different ways

The FUSSY Factor – Women tend to be more demanding customers and will usually take longer to make up their minds

The FAITH Factor – Women tend to be more brand loyal than men

The FEELINGS Factor – Creating a personal connection is critical in marketing and selling to women

The FRIENDS Factor – Once you win a woman’s custom, you are on the way to gaining business from her family, friends and networks as well. Women buy through recommendation far more than men.




This may seem like a silly question for businesses that sell to both men and women, either in a consumer or a business to business context. Men and women process information in very different ways and this has a huge impact on how they spend their money or their company's money. Men hunt, women gather.

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