A recent piece on Fast Company's brilliant blog, Femme Den, offered some astute insight into how men and women differ when it comes to choosing and purchasing products.
The article suggests that purchase decisions are influenced by our hunter and gatherer instincts. When buying a product, men want to path-find -- it's part of the hunting instinct. When shopping for a product, they go linear and deep. Men tend to extensively research a product and then they make the purchase.
But women tend to differ in their process. Women go wide with their search, considering how the product will affect the individuals in their lives. A women gathers a product for both herself and her tribe.
"While he tends to be more fascinated by the product itself, she is enticed by the sum of many things, including considerations beyond herself and her personal needs. "
The post also takes a look at what men and women desire from consumer electronics. Men typically like to figure out and conquer gadgetry, while women tend to want electronics to be more intuitive. She wants the technology to simplify her life.
"Women are usually the main caretakers of home and family, often while working a full-time job. She is pressed for time, and therefore, tends to have less tolerance for time-consuming and poor product experiences. She wants a product to work well right from the start...it’s a matter of priority and patience. Women prioritize intuitiveness in products."
Bottom line? It's crucial to understand the difference in how men and women make their purchase decisions. Women can have very different priorities when it comes to products, so it's vital that their viewpoint is taken into consideration.
[Femme Den]
