Discuss the extent to which female buying behaviour differs from male buying behaviour and how marketing can address these differences with reference to a particular market sector
Title:
Discuss the extent to which female buying behaviour differs from male buying behaviour and how marketing can address these differences with reference to a particular market sector (such as clothing, food or technology products).
Over the past few decades, there has been a growing interest in the field of buying behaviour, especially the differences between males and females. Engle et al. (1991) had divided buying behaviour into five stages, which are problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour. Furthermore, clothing has become an important part of daily life. However, males are partly different from females when they choose clothing.Therefore, it can be more effective if marketers use different strategies which depend on those differences. This assay will first combine these five stages into three parts, and then explain that females and males have varying degrees of difference in these three parts, at last will suggest different strategies for marketers.
Buying behaviour can be divided into three parts, which are “Before buying”, “Buying” and “After buying”. Firstly, “Before buying” is the part that includes problem recognition and information search. This part is the period which customers realize problems or needs, then search the information about purchase. Secondly, “Buying” is the part includes evaluation of alternatives, purchase decision. This part is the period which customers keep choosing between replacements and brands until decide the final choice in the choices set. Finally, “After buying” is post-purchase buying behaviour. This part is the period which customers finish purchase and make responses. However in these three periods, females differ from males.
In “Before buying” period, females are slightly different from males. Sellers show their information by advertising to attract customers. However, males and females have different ways to receive information
Discuss the extent to which female buying behaviour differs from male buying behaviour and how marketing can address these differences with reference to a particular market sector (such as clothing, food or technology products).
Over the past few decades, there has been a growing interest in the field of buying behaviour, especially the differences between males and females. Engle et al. (1991) had divided buying behaviour into five stages, which are problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour. Furthermore, clothing has become an important part of daily life. However, males are partly different from females when they choose clothing.Therefore, it can be more effective if marketers use different strategies which depend on those differences. This assay will first combine these five stages into three parts, and then explain that females and males have varying degrees of difference in these three parts, at last will suggest different strategies for marketers.
Buying behaviour can be divided into three parts, which are “Before buying”, “Buying” and “After buying”. Firstly, “Before buying” is the part that includes problem recognition and information search. This part is the period which customers realize problems or needs, then search the information about purchase. Secondly, “Buying” is the part includes evaluation of alternatives, purchase decision. This part is the period which customers keep choosing between replacements and brands until decide the final choice in the choices set. Finally, “After buying” is post-purchase buying behaviour. This part is the period which customers finish purchase and make responses. However in these three periods, females differ from males.
In “Before buying” period, females are slightly different from males. Sellers show their information by advertising to attract customers. However, males and females have different ways to receive information