Men and Women

Shopping
In this presentation, we'll explore the fascinating differences between men
and women's shopping habits, and what factors influence their behaviour
when making purchases. We'll also look at gender-based pricing and
provide recommendations based on this research.

LL by LK L;KM;
The Impact of Social Media
Online shopping
With the rise of social media, women are more
likely to buy products they see on the platform
compared to men. Social media's impact is
evident in online shopping trends, with female
users making up 81% of social media
memberships.
In-Store shopping
When couples shop together, women tend to
make the purchasing decisions. Women also
spend more time in clothing stores than men,
while men tend to make faster purchasing
decisions.
Impulse purchases
Women are more likely to make impulse
purchases than men, especially when it comes to
fashion and beauty products. This can be
attributed to the industry's targeted marketing
towards women.
The Power of Emotional Experience
1 Product Display 2 Customer Service
Women tend to enjoy
shopping when they get
sensory experiences like
seeing brightly coloured
products, attractive
packaging, pleasant smells
and music. Men, on the
other hand, are more
drawn to stores featuring
technology, gaming and
sports equipment, and
things they associate with
their hobbies.
3 Product reviews and
Poor customer service can
leave a lasting negative
impression on both women
and men, but women are
more prone to expressing
their displeasure to others
and are likely to post
negative reviews online.
feedback
Both men and women trust
online reviews to make
informed decisions when
shopping online. They also
find user-generated content
such as pictures and videos
useful, but they prefer
different types of content.
Men tend to focus on
product features and
demos, while women
prefer to see how a product
fits in their everyday lives.
The Price is Different!

Product Type Price Difference

Personal care products 13% more expensive for women

Clothing 8% more expensive for women

Haircut 48% more expensive for women

Deodorant 29% more expensive for men

Razors 13% more expensive for women

Studies have shown that gender pricing discrimination still exists, with women often being charged more for certain items than men. This discrepancy is
evident in personal care products and services such as haircuts, where women report paying more for the same service. The problem needs to be addressed at
both the industry and government level, and consumer protection laws that identify and punish gender-based discrimination should be made.
Technology and Shopping
Virtual Reality
Men have taken to virtual reality shopping experiences quicker
than women. 62% of men compared to 38% of women have used
virtual reality to assist in their purchases. It's imortant to note that
while virtual reality is still a relatively new technology, it's
proving to be effective in attracting younger tech-savvy
demographics.
1 Mobile Shopping Apps
Mobile shopping apps are more popular with women, with 71% of
women admitting to using them compared to 56% of men. The
2
usage of mobile shopping apps is also higher among younger
demographics.
3 Augmented Reality
Augmented Reality on the other hand, is changing shopping for
women. Women enjoy trying things on, and this becomes possible
with the use of AR. With the help of AR, women can try on
clothes, make-up and glasses from the comfort of their homes.
Shopping and Sustainability
Eco-friendly Products
Women are more likely to shop for sustainable, eco-
friendly products than men. Studies show that women tend
to be more aware of environmental issues and how their
choices impact the planet's health, which likely contributes
to this trend.
Fast Fashion
While eco-shopping is more popular with women, both
genders are active when it comes to sustainable shopping
practices. Men and women are more likely to reduce or
avoid the purchase of fast fashion and are more conscious
of the impact of their clothing choices on the environment.
The Power of Brand
Brand Loyalty
A higher percentage of women identify as
dedicated brand shoppers. They're loyal to their
favourite brands, which leads to repeat
purchases. Men, on the other hand, are more
spontaneous about their purchases and are more
likely to experiment with brands.
Luxury Brands
When it comes to luxury purchases, more men
than women buy luxury items. And while women
tend to be more drawn to beauty and cosmetics,
in the luxury category, both genders are equally
drawn to items such as luxury watches and
jewellery.
Big-Ticket Purchases
When it comes to big-ticket items such as cars
and electronics, men take the lead. They tend to
focus more on the features and functionalities of
the product, while women are more interested in
the overall experience of owning the product.
Summary and
Recommendations
This presentation has delved into the intricacies of gender-based shopping habits. It's
clear that there are real differences between how men and women approach the
shopping experience. As retailers, it's important to acknowledge these differences
and adjust our marketing strategies accordingly. Our recommendations to retailers
and brands are:

1. Eliminate gender-based price discrimination

2. Create immersive shopping experiences

3. Consider social media's impact and create targeted campaigns

4. Incorporate sustainable brand practices to appeal to the growing eco-

conscious customer base

5. Create a seamless omnichannel experience that caters to the needs of men

and women alike