SHOP LIKE A MAN & WHAT WOMEN WANT By: Jitin Sahni Consumer Behaviour
Agenda: Shopping attitude of Men & WomenShopping attitude of Men & Women Interesting Observations about MenInteresting Observations about Men What make Men ShopWhat make Men Shop Action plan for MenAction plan for Men Interesting Observation about WomenInteresting Observation about Women Action plan for WomenAction plan for Women ApplicationsApplications ConclusionConclusion
Men :- Don’t like asking where things areDon’t like asking where things are Take no apparent joy in finding thingsTake no apparent joy in finding things Are more easily “ Upgraded then women shoppersAre more easily “ Upgraded then women shoppers
Women : No longer think shopping is great escape.No longer think shopping is great escape. Feel that shopping is still a social activityFeel that shopping is still a social activity Demand more from shopping environment than man.Demand more from shopping environment than man.
Men are Simple. Woman are not..
Mission : Go to GAP, Buy a pair of Pants
Shop Like a Men Men look on shopping as a missionMen look on shopping as a mission Observations:Observations: a) Move faster than Women through a stores aisle. b)Spend less time looking, leaves store quickly without asking for help. c) If dress don’t fit then only he will not buy. d) For both sexes % purchases are unplanned. e) Men don’t buy product that presents itself as intended for women & Children. Eg: Moisturizing creams
What make Man shop Eye catching displaysEye catching displays Love of technology & gadgetryLove of technology & gadgetry Like information gathering firsthand by written material, video, computer screens.Like information gathering firsthand by written material, video, computer screens. Create graphic displays, cross sectional & exploded view to show making of item.Create graphic displays, cross sectional & exploded view to show making of item. Masculine feeling packaging & displayMasculine feeling packaging & display
Action Plan Strategies for coping presence of men in serious shoppingStrategies for coping presence of men in serious shopping a)Passive Restraint : Engage interest of man b)Get man involved in shopping Designing Men’s health department & athletic wear.Designing Men’s health department & athletic wear.
What Women want Women look on shopping as a social event and love to bring their girl friends along.Women look on shopping as a social event and love to bring their girl friends along. Take the pride in selecting thing while purchasing.Take the pride in selecting thing while purchasing. In marketplace they collectively called the shots.In marketplace they collectively called the shots. Women have money but less time & inclination to spend it in stores.Women have money but less time & inclination to spend it in stores. When two women shop together, they often spend more money, time than woman alone.When two women shop together, they often spend more money, time than woman alone.
What Women want Preference to Catalogs, TV shopping channels and Web shopping due to change in responsibilities.Preference to Catalogs, TV shopping channels and Web shopping due to change in responsibilities. Stores with cafes on the premises allow woman to shop & then take a break.Stores with cafes on the premises allow woman to shop & then take a break. Need environment where they can spend time & move about comfortably.Need environment where they can spend time & move about comfortably. Merchandising material print must be big & high contrast.Merchandising material print must be big & high contrast.
Packaging items focused on Men
Advertisements focused on Men
Detail Information about Product
Website for Men
Store Design
Stores attracting attention of Women
The Overlooked Opportunity