Equality of the sexes stops when it comes to shopping. Being a man, I know that’s true—and I’m perfectly fine with it. I absolutely know I don’t have the patience or the desire to shop ’til I drop. I’m somehow different. And now one woman has given me some insight into just how different we men are.
In an Advertising Age article (November 14, 2005), Marti Barletta lays out some very important information for marketers—and husbands—on just how women reach a buying decision and why it can take a lot longer for women to make up their minds.
It’s not because women are indecisive, an age-old stereotype. It’s because they look at making a buying decision very differently from the average male.
According to Ms. Barletta, “men are looking for a good solution, something that fulfills their top two or three criteria. They shop by a process of elimination and like to get their shopping done quickly so they can move on to other activities. Women, on the other hand, are seeking the perfect answer—the optimal solution. When they shop, it’s a process that begins with a broad survey of all available options.” This can lead to traveling from store to store or checking out multiple brands.
Ms. Barletta goes on to describe how a woman will start all over in the process if she “discovers a new feature or brand midsearch.” A guy may see that as too much effort and just not worth it. Remember, she’s looking for a perfect answer; he just wants to decide and move on.
This information about women can be very helpful. While they don’t go through this kind of thorough process for every little minor purchase, they do look at new features and options as they shop. This can be quite important in your product development if you’re selling something in a category with very little differentiation. Women will take the time to look beyond the top three benefits of a product, which many times are similar to the competition. If a little something extra makes them feel like they are making a smarter, more perfect choice, they’ll go for it. And you’ll have an advantage in the marketplace.
And for you guys: next time you find yourself waiting for your wife to finish shopping at the mall, sit down and relax—you know she’s going to be awhile. Now you know why.
That’s it, from the edge of the world,
Bob
Bob --- Thanks so much for the kind words! I'm very flattered that a guy of your caliber and accomplishment finds my ideas interesting. Let me know if you'd like to read the whole book. The second edition just came out in January, and I'd be delighted to send you a signed copy, if you send me your snail mail address.
Warm Regards,
Marti
Posted by: Marti Barletta | April 16, 2006 at 10:27 PM