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Explore the profound impact of gender differences on consumer preferences and decision-making in marketing. Learn how understanding these nuances can lead to breakthrough growth and unparalleled customer loyalty.
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A Lesson in Buyology Katie Hart
The differences… Girls Boys
Impact on Marketing HOW MEN CHOOSE SHAMPOO It says ‘Shampoo’
Why? • “Understanding the fundamental preferences...using the insights of researchers, seems mostly neglected.“ Lecturer in international retail management, Brighton Business School • Companies that do, will enjoy... ...Breakaway growth ...Unprecedented customer loyalty ...Category dominance Principal consultant, Boston Consulting Group
So what…? • “B2B companies must address female decision makers to stay competitive” • “…we are convinced that ignoring the role of women as decision-makers in the business world would be a mistake.”
Achievement impulse Utopian impulse The differences
The world of Achievement Focus on headlines, not detail Creating hierarchies Status symbols Playing the game Focus on hard measures One-upmanship
The Utopian world Improving relationships Work for the greater good Assuming responsibility for everything Improving physical surroundings Searching for new answers Anticipating pitfalls and avoiding risks Self-enhancement
Are you failing women? 91 % do not feel advertisers understand them • Undermining them or using scare tactics? • Using stereotypes wrongly? • Using women to put men down? • Art-directing as if selling a Barbie doll? Talking to them using masculine rules?
