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Men and women possess different behaviors regarding conventional shopping. According to the French study with more than 700 adults (Helga, Karen, & Rosie ,2004) women are much stronger buying involvement than did men, particularly in terms of emotional involvement whereas men were high on quality and efficiency. To put it more simply, in shopping, women are more emotionally influencing while men are more interested in the quality and how to get it done with as less fuss as possible. In addition, women have a stronger preference for shopping than men.
Firstly, the brand names are more attractive to female than male. Women tend to buy famous-brand or stylish products rather than caring about their actual quality, especially in the cases of cosmetics and clothes. For instance, if a famous brand introduces its new style of clothes, women may purchase no matter how expensive it is if it is their favorite brand. Men, however, are not so brand-conscious as women. In other words, they may not usually care much about the brand names. Take the case of clothes, they tend to buy the product that they feel comfortable with or suit their personality most. Furthermore, when both have lack of knowledge about a new brand, men can more easily switch the new brand to calculating rate as well as experience the quality while women are not however strong the marketing is, especially those are related to common uses.
Defenitely, female are more emotionally influenceable than men in shopping. This difference is also documented in an profound interview study (Helga et al. ,2004) that shopping seems to play a much more psychologically and emotionally encompassing role for women than for men. Some women buy excessively when they are in happy mood, even the products which are not needed at the moment. On the other hand, men usually only buy what are really looked-for when they go shopping even in high spirits. Besides, men often prefer less costly but more reasonable activities such as going out for dinner with their family or dating. In brief, women are more emotionally affected by brand names than men while men care more about the price and quality instead.
Unquestionably, shopping is a hobby for women, yet not for men. For example, women usually spend more time to choose gifts than men do. Tyler (2004, as cited in “So, Scrooge was right after all”,2003) find that women devote more time to selecting the appropriate gift, 2.4 hours per recipient versus 2.1 hours for male gift shoppers. It might be attributed to their different perspective on going shopping. Helga et al. (2004) illustrate that “women have highly positive attitudes toward buying and associate it with a leisure frame”. To put it more simply, they enjoy shopping. Helga et al. (2004) also find that “men tend to have negative attitudes toward buying and see it as work that they want to accomplish with minimum input of time and effort”. In other words, shopping may not be a way of relaxing for them. Rather, they consider shopping as a kind of working. Particularly in the gift-market, from women’s point of view, the opportunity cost of searching gifts is low; they, therefore, prefer spending time improving their relationship with their family and close friends. On the other hands, Tyler (2004) describes that Men might find it more worthwhile to invest in a goal-oriented mentality, which will discourage large amounts of time spent shopping. When it comes to shopping more generally, gifts or not, men take less time, are more decisive, more prone to impulse purchases, and less likely to look at the price tag. They attempt to eliminate the time wasted and therefore increase the efficency in shopping. In fact, women are rarely seen coming out a shopping center with nothing while men often go window-shopping if there is anything in need.
In conclusion, women and men possess different conventional shopping behaviors. While women are more emotional involvement, men are more rational regarding shopping. Perennially, there is no tendency for the gender-based gap in the conventional shopping to change. This only becomes smaller when it comes to the online shopping.
SHOPPING AND GENDER DIFFERENCES. (n.d.). Retrieved March 16, 2006, from http://www.termpapergenie.com/shopping_gender.html
Helga, D., Karen, L., & Rosie, M. (March, 2004). Buying on the Internet: gender differences in on-line and conventional buying motivations. Retrieved March 16, 2006, from http://www.findarticles.com/p/articl...n6079160/pg_11
Tyler,C. (January 5, 2004 at 07:10 AM) Facts about gift-giving. Retrieved March 16, 2006, from http://www.marginalrevolution.com/ma...about_gif.html
According to the French study- a
much stronger buying involvement than did men- more strongly involved in buying than men
emotionally influencing- influenced
the brand names- brand names
have lack- lack/have a lack of
switch the new brand- switch to
to calculating rate as well as experience- unclear what you mean- considering both price and their previous experiences???
what are really looked-for- what they are looking for
going out for dinner- is this really reasonable??? It's very expensive in many places
Unquestionably,- a bit of a sweeping statement- some might disagree with this assessment
spend more time to choose- choosing
a kind of working- work