Gender has an important role in the consumer behavior. Men and women need and buy different products. (Ward & Thuhang 2007) In general, males and females make their purchasing decision based on their different motives, perspectives and fields of interest. They are likely to have different opinions about obtaining things. From daily life experience we see that both genders bring different decisions whether its about personal or professional life and even about eating or shopping decisions they both differ in the decision-making process. Men usually see what they want and buy what they want, as for women they shop until they drop. During the times before households shopping errands and household decision makings were thought of a women job and men did all of the physical work.
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Influences of husbands and wives differed based on the situation. Males and females do obtain characteristics. Females show more of sensitivity and understanding rather than men but women change behaviors and expressions depending on the location, context and the social and culture factors. More of male characteristics can be described as emotional balance, control and surveillance. The process of shopping for a male is seen as a mission. A very important subtle difference is that men hate the procedure of shopping but yet cherish having something bought. The gender perception between males and females is that women feel the pride in their capability to get the best items at the best costs.
Marketers sympathize this perception by putting great deals to offer a feeling for achievement for their shopping experience. Men tend to usually by immediately and are not aware of great deals or offers. They just purchase what they are in a need of. Research studies have shown that in the past 10-15 years the shopping difference between men and women has seem to be changing very quickly.
Reasons behind this include that younger generations of well-educated men started less believing that grocery shopping is considered to be a women’s job. Age potentially affects the buying decision of the customer. Changes in the years of the age lead to a change in the purchase of goods and services. Family life cycle consists of different stages as young teenagers, married couples and even the relationship stage. Marketers for each stage have to develop a separate marketing strategy and approach because every age has its own essence. Being the age of 3 or 40 it is interesting to observe behaviors.
For example, a young boy at the age of five might be very shy and then at the age of 20s turns out to be very bold. Age is a very important factor when it comes to influencing the purchasing decision. Every stage of age is defined with its own needs, characteristics, perceptions and ways of evaluating things. A child is more unstable while an adult moves much faster.
As for an old man or women they take an average time of evaluating before buying a product. When it comes to choosing the best and individual is very indecisive because in the market there are hundreds of brands for products and services in each category. The selection of these products requires knowledge and experience. When it comes to children from the ages of three to ten usually they choose the best products based on either seeing the first one that has the catchiest appearance to their eye or being told from an elder. His age doesn’t suggest him to think about quality or price of similar goods or different brands. Appearance is the most important factor for they buyers of this age category.
Teenagers tend to take into consideration the opinions that they hear from group of friends they hang out with or see a beneficiary deal out of it. They are a very precise age category. They rely on previous buyer’s experience. They rely on specific brands and comparing prices. The next age category is the adult class. In this category the type of buyers is very different one from another. This age group usually just buys what is needed.
There is a constraint of time and a less need in assessing. This age group is very committed to brands that they are repeated customers toward for months or years. They make wise decisions for spending money on goods and services only after gaining experience with the product themselves.
Adults don’t spend much time on making decisions for the products they want to buy in comparison to teenage individuals. For example, a busy husband takes up ten to fifteen minutes to make the decision of what type of watch he wants to purchase, whereas a young male may take up to days and even weeks. Adults are not that much conserved on the variables such as brand, design, price and offers whereas teens are. Older people perceive their time very limited and their decisions are balanced more on a emotional feeling.
Their lack of willingness to evaluate each product and the brands of product is very high. This age category leads to making more fast decisions. They are strongly driven by the emotional force that helps them in their decision-making process. When it comes all to and end the purchasing final decision is the most important.
After the evaluation of goods there are three possibilities. The first one is a buyer decides from the location of the product. Secondly, the time he wants to buy it and lastly, whether he really wants to buy it or not.
A child usually doesn’t worry about these three possibilities. A teenager and adult have to think about all three possibilities. The older age group tends to be more dependent on their families for their purchases due to their lack of being physically and economically stable. Family decisions are often similar to organizational buying decisions.
Each decision made iwthin the family reflects on each family member. It works with the organization in the same way. Decisions that are made within the company have an impact on each department or employee in that organization.
Family needs and expenses change over time as they move to the different stages of the particular cycle. The family life cycle consists of the bachelor stage, newly married couples, full nest 1 2 3, empty nest and solitary survivor. The bachelor stage: young and single individuals up to the age of 30. This stage either lives independently or with their parents. This stage group has an average age up to 24 and lives a very on-going life and is more carrier oriented.
They don’t have any financial obligations and do have extra amounts of money to satisfy and need or want they wish to. Newly married couples: new married couples without children. From living two separate lives they now live a joint life style.
This stage has dual incomes and are not concerned with pricing of goods and services. Full nest 1: a young married couple with a single child. With the addition in the family little expenses are involved but don’t affect a big change in reducing their funding’s. Full nest 2: older married couples with two or more children. Having more children leads to more expenses. Expenses include education, books, insurance etc. Parents start spending less on themselves and have to purchase products that satisfy their kids not the parents. Full nest 3: older married couples with dependent children.
Children are employees and don’t have any financial obligations towards parents. Parents are not concerned in purchasing new products. They are experienced buyers and believe in the products that they’ve been using for a longer period of time. Empty nest: older married couples with no children. They have no expenses towards second groups.
They have income that can provide themselves luxury products and more expensive brands. Solitary survivor: Single elderly individuals that are retired. Life for them is very lonely and their income is high and can offered pricy products.