Gender differences in buyer bahviour

Gender is the most common way in which products and services are differentiated both when designed and marketed. It is one of the easiest ways to differentiate products. The responses which are received by marketing companies through advertising using genders is very different. Male and females respond differently, this can be based on the colours of the advertisement, the actual product or service and the theme of what is being marketed. Males prefer dull neutral colours whilst women prefer bright, ‘feel good’ colours.

  

The language which is used to market a product or service can alter weather it is targeted at males or females. Most marketing which is targeted at females is written in a conversation format, however on the other hand males prefer a talkative informal style. Males tend to scan through things and come to a quick decision whereas women read more into information and analyse it before making a decision. 

 

One important study is by Schiebe and Condry (1984). During this study advertisements were looked at and were analysed by product types. The main differences which were found were the gender differences which the values in the adverts promoted. Females mostly worried about beauty and physical appearance while Males focused on their strength and careers.

Lecture:

During the lecture we were shown a video clip from Youtube, from this we gave our opinions on what we thought of it. This then allowed us to assess how we think differently depending on the gender we are. However as it was an advert related to a charity the majority of the class had a similar response to the advert.