The NewVista News

Marketing to females is done differently than marketing to males. The differences between men and women show up in so many ways… that to ignore them in marketing is to defeat marketing’s purposes. Four differences that directly apply to designing marketing material are:

• Women purchase strategically; men purchase immediately.
• Women are cognitive -emotional; — men are cognitive-spatial.
• Women consider other people’s opinions as a guide to making their own decision.
• Men consider other people’s decisions as a guide to forming their own opinions. 

Women purchase strategically; — men purchase immediately, The fact that men and women shop differently is well recognized and documented in retail anthropology and is known as the “shopping gender gap.” This term originated with the work of - Underhill and Whyte.