Women are shoppers, men are buyers

Here’s an image that has been talked about a lot over the last year. In it we see the routes taken by a man and a woman who both have the same goal: going to buy a new pair of trousers in a Gap shop.

Sometimes classified in the humour category and often marred with unseemly comments, it deserves credit according to a lot of specialists (including Marti Barletta, author of Marketing to Women) for imitating a number of fundamental male-female differences, making it useful for studying marketing to women.

The act of purchasing and the decision-making process that accompanies it always take on complex forms and vary a lot from one person to the next.

However, a trend emerges when the purchase concerns either a woman or a man.

When a man is looking to buy some new trousers, he’ll opt for a product that will be a « good solution  » for him. Meanwhile, a woman will look for the « perfect answer ».

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