Businesses Have an AHA! Moment: Forgotten Power of Gender Based Marketing
Prejudices about "women and shopping" is common for the men dominated society: women spend more money, women buy longer, women can not decide what to buy. These ugly stereotypes, if neutralized to the smallest common denominator, would say: "Women buy gladly." At the same time the study from MIT reveals that in the recent years women’s hadn’t been leveraged to the full potential as a result of online retailers not emphasizing enough the importance of gender marketing segmentation. E-commerce for women: the small difference To begin with, one must note that women perceive their environment more peripherally than men, whose perceptiveness is more focused on one point. The female perception is somewhat more in the whole, the environment and the “whole” play a larger role. For instance, when men shop - they tend to buy a single product and focus on it. At the same time, woman perceive the environment in which this product is placed - the decorations around the product, smells and much more. The perception psychology as well as the evolutionary biology also deal with the differences in the perceptiveness of man and woman: women listen better, react more sensitive to taste and take the world in warmer colors . The peripheral perception of women plays a special role for the e-commerce sector as it collides with the existing e-commerce concepts: search functions, hierarchical product categories and many others that currently determine everyday life in the online shops.
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