Global News Show about Consumer behavior with Robin Keeler- Yorkdale Director of Fashion and Daniel Kruger, University of Michigan Researcher. Why are men and women acting so different when they go shopping? When men walk into stores, they are typically in a "work frame" (in need of a solution to a problem). When women stride into stores, they are typically in a "leisure frame" (shopping is recreational, social or communal).
According to Daniel Kruger, shopping is like hunting and it goes back to gatherers versus hunters. Women are gatherers. Men are hunters. Women walk into a store and scan. Men look for a specific thing. When it comes to the retail experience, men and women both go into the store to buy something, only she wants more. She wants more interaction. He wants quick answers.
Marti Barletta is marketing to women expert. In this video she illustrates how men and women shop differently; women always take more time, men want to be in and out of a store. And this fact has an explanation: men want a good solution, while women seek the perfect answer.
Nielsen is a leading measurement company which provides market research and enables companies to understand consumers and consumer behavior. They recently took a closer look at the differences in shopping and media behavior between the sexes and found some surprising results. Due to a high unemployment rate, more men are at home than in the past and in one way or another, they have to do the shopping. Please, keep in mind: this is an US based study.