Gender Differences in Buying Behaviour

There are a huge amount of differences between males and females. One can be shown when listing the differences between impressing a woman (complimenting her, comforting her, honouring her, etc.) and a man (food and nudity). For a woman the list is a lot longer.
Women tend to note the small details in things - for example the famous John Lewis advert “Always A Woman”. As a female I noticed the female character wears red throughout and the male character wears blue throughout, however neither of these are John Lewis’ colour. Their brand colour is green. None of the males sat in the room at the time this was shown picked up on this detail.

Advertising toward women focuses more on youth and beauty as women value these things and buy into them whereas advertising toward men focuses more on physical strength and ambition - even products such as shaving foam have an element of sport.
Men look for humour in adverts and tend to make their buying decisions based on partially digested information, simplicity and clarity. Women prefer to be given details and buy into “scientifically proven” facts shown on most toiletries.

During the advertisements between programmes women tend to remember the first advert shown but men tend to remember the last advert shown before the programming resumes.
Females respond to emotional writing and pictures and charties using a direct mail technique know to play on this - when they tried to produce more factual publications to try and target men the women response rate was 15% lower than the original. Women prefer the language to be colloquial whereas men prefer it to be concise and about hard data which is normally reflected in everyday conversational differences between men and women.

The gender differences in advertsing is clearly started when aiming products at children. When it comes to toys for boys the images are fast-paced even though the toy doesn’t seem to be doing an awful lot whereas the toy adverts for girls tend to move in realtime with soft music, colours and camera movements.