The topic of differences in consumer behavior between men and women has always interested marketers. GfK studied the values and consumer preferences of men and women, as well as how they differ as buyers and clients.
GfK research shows that while men and women have a lot of overlap in their personal values, there are many differences beyond the basics that make men and women, if not from different planets, then certainly unique consumer segments. So what do men and women in Russia want?
this global consumer trend applies to men to a greater extent. Men estonia cell phone number list make more balanced purchasing decisions. For example, they spend a lot of time researching brands before a major purchase (39% of men and 33% of women). In addition, they are less willing to experiment than women. This is especially evident when buying FMCG products online: 65% of male buyers say that they only buy proven products and brands that they have previously tried. In comparison, 54% of women answered similarly.
2. What do men and women want from retailers ? A rational approach to shopping is very masculine. In general, it is worth noting that men are less likely to give high ratings to a retailer's brand (NPS), and the assessment more often depends on their perception of prices. For example, the top 3 factors that most influence brand ratings of an FMCG retailer among the male audience include, first of all, discounts, low prices every day, and only then friendly staff. Men are also more likely than women to purchase a discount card to get the best deals. And they are ready to buy more often in online stores if the delivery cost is lower (74% of men vs. 67% of women). For women, the "human factor" has a greater impact on NPS. In particular, they put friendly service first, and also pay more attention to aesthetics than men, value cleanliness in the sales area and the general atmosphere.
Although a healthy lifestyle is important for a significant portion of buyers of both sexes, women in Russia are still more involved in the topic of a healthy lifestyle than men.