14 DAY TRIAL // There is an old stereotype saying that men prefer not asking strangers for directions while driving, even if they are spinning in circles. A new scientific study appears to show that the same thing holds true for when men shop as well, as they are highly unlikely to ask for counsel or opinions from store staff. On the other hand, women are very likely to do so, when shopping and also when driving. The same study shows that men prefer getting their information not from friends and relatives, as women do, but from impersonal, published materials, and from their own experiences as well, LiveScience reports.
However, it has also been determined that, when men find themselves confused about what they are purchasing, they will turn to others for help. In other words, the level of knowledge a man has of the product he is buying is directly linked to the type of shopping behavior he will exhibit. The new conclusions were based on a number of survey questions. Scientists believe that these pieces of information could better inform marketing specialists in designing new approaches for promoting sale levels on the products they are advertizing, in the near future.
According to University of New Hampshire Associate Professor of Hospitality Management Nelson Barber, marketing experts and companies need to be aware of the level of knowledge men or women have of the products they are buying, as well as the sources they get their information from. “This understanding will lead to a more critical look at marketing strategies aimed at establishing relationships, particularly with male customers and particularly given they are an untapped and potentially large market,” Barber says. Details of this study appear in a recent issue of the respected Journal of Consumer Marketing.
The investigation was conducted on more than 540 men and women, who tended to categorize themselves as wine consumers. The test subjects were given questionnaires, which sought to determine what behavior each of the participants adopted when purchasing wine for various occasions, such as birthdays, presents or personal consumption. Men were shown to value the information received from others (store staff, friends or family) just as much as women, but only when buying wine as a gift. In all other circumstances, they were very sure about their data, and reported a higher knowledge on the beverage than women did.