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'Men Buy, Women Shop': The Sexes Have Different Priorities When Walking Down the Aisles
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'Men Buy, Women Shop': The Sexes Have Different Priorities When Walking Down the Aisles

Knowledge at Wharton·@HashtagPLUS·about 1 month ago
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When it comes to shopping, women are from Nordstrom’s and men are from Sears. Women are happy to meander through sprawling clothing and accessory collections or detour through the shoe department. They like to glide up glass escalators past a grand piano, or spray a perfume sample on themselves on their way to, maybe, making a purchase. For men, shopping is a mission. They are out to buy a targeted item and flee the store as quickly as possible, according to new Wharton research. In a study titled, “Men Buy, Women Shop,” researchers at Wharton’s Jay H. Baker Retail Initiative and the Verde Group, a Toronto consulting firm, found that women react more strongly than men to personal interaction with sales associates. Men are more likely to respond to more utilitarian aspects of the experience — such as the availability of parking, whether the item they came for is in stock, and the length of the checkout line.…

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