How Men and Women Shop

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Author: Paco Underhill , a specialist in the field of trade, founder of the company Evirosell, which is engaged in research and consulting. The material is published in an abridged translation from English.



Men and women are different in almost everything, so why shouldn't they shop differently? Men are generally thought to be unenthusiastic about shopping and to do so very rarely. As a result of this popular belief, the entire retail system, from packaging design, product advertising to store interior design, is primarily aimed at female shoppers.

Women really enjoy shopping more: walking slovenia whatsapp data the shops, looking at the products, comparing quality and prices, talking to the sellers, asking them questions, trying on the chosen items and, finally, paying for the purchases. Women have to do most of the shopping, and they usually do it with pleasure.

In one study of baby products, the women we interviewed insisted they didn't even need to look at the price tags. (We later found out that they were mostly wrong.)

Compared to women, men are like stray bullets in stores. Men move through the aisles faster than women and spend less time looking at products. In many cases, it is difficult to get their attention to something they do not intend to buy. They usually do not like to ask where the department with the product they want is located, and do not like to ask questions to the salesperson in general.

You may see a man who walks resolutely to the desired section, takes something and almost immediately goes to pay for it, without experiencing any visible joy about the purchase. And you should literally give him the right of way. If a man takes something into the fitting room, the only reason he will not buy it later is that it does not fit him. If women try on the selected items, even if they fit perfectly, this does not mean that the purchase will be made. A woman may refuse it for some other reasons. As a result of one study, we obtained the following results: 65% of those men who visited the fitting room bought the selected items, compared to 25% of female customers.