Gender Differences in Buyer Behaviour

It is known that women think with more about beauty as well as being young, where as men are more concerned with strength, power and ambition. When women look at advertisements they want to see beauty and fashion, where as men want to see humour.
Below is a link to an article in WARC about what women and men want usually see when it comes to toiletries advertisements.

http://www.warc.com/ArticleCenter/Default.asp?CType=A&AID=INDEXSEARCH89213&Tab=A

"62% of the 247 case studies targeting women are for the food, household, retail, toiletries and cosmetics categories. However, these accounted for only 26% of the 240 male-targeted case-studies."

This backs up the theory that men are less concerned about beauty and looking young and clean.



This advertisement is clearly targeted to women as it includes beauty and keeping young. The fact that Twiggy is being used as the main model proves the age group of women the product is targeting at as Twiggy is known to be a famouse old time super model back in the day.

"Male-targeted case studies were focused on the drink, motor, leisure and entertainment and food categories (68% of case studies). These accounted for only 30% of female-targeted case studies."

Here, proves that women are not that interested in ads about technology, cars and alcohol.




Here is an example of a manly advertisement, showing the muscles and the scent.


Here is another link to an article on WARC on how women are the most targeted for advertising in the worl and the differences in the way that men and women think: http://www.warc.com/ArticleCenter/Default.asp?CType=A&AID=INDEXSEARCH85802&Tab=A

"This may mean that women can better access different parts of the brain and different 'thinking styles' when it comes to problem-solving or assessing a situation. Where male thinking is likely to be focused in the logical left cortex, females may use more emotional and intuitive parts of the brain in combination with more reasoned approaches."

Here, it shows why most advertisements are targeted at females and it is simply due to the fact that women use more parts of their brain oppose to men.

Below is a link for a video from YouTube of a car advertisemnt and how just from looking at it, it is clear to see that it is meant for men.



The reasons why this advertisement is ideal for men:
-Includes the masculinity of fast and beefy cars which attract them
-Includes the sense of competition as men are highly competitive individuals
-Includes a top male role model which is Lewis Hamilton
Finally, -Includes humour of the men falling down as well as in the sauna room.

Nothing in this advertisement was vain or about beauty in any way, apart from the beauty of the car 'Mercerdes Benz'.

Facebook Analysis:
The first Female is Nicola Hayes.

Current Display picture:



No. Of Friends: 586
Status:She currently has no status
How she uses Facebook: She doesn't tend to use it that often, and only to speak to friends. It is clear she does not use it to look for men or attract attention

The second female friend is Rosemary Cleave. Below is her current display picture:



No. Of Friends: 881
Status:has just bought a complete sushi making set!!! First step towards Valentines day plans!! ♥ ♥ ♥ ♥
How she uses Facebook: She uses it clearly to talk to her girlfriends as most of her recent comments are from girls. Her display picture however shows that she is trying to attract both male and female as it is not a common, everyday picture. It too shows how females are usually vain compared to men.

The Third girl is Kathryn Hoare.



No. Of Friends: 324
Status:i blame iplayer
How she uses Facebook: Most of her comments are from college friends, however, she does have a lot of recently added friends which means she has possibly met a lot of new people recently.

The first male is Dami Odumosu



No. Of Friends: 484
Status:is in a real great place right now!!!
How he uses Facebook: He seems to be using it mainly to talk to his boy mates, he too however has a lot of recently added friends. His display picture shows his more vain side as he is posing for the camera, but it too shows humour with the face he is pulling.

The second boy is George Mickaël Essien McCann.



No. Of Friends: 631
Status:is addicted to some1 thier kinda like crak but with nicer hair!
How he uses Facebook: George too is mainly talking to his guy mates. His display picture proves to be a very masculine one with him drinking as well as tensing his arm muscle, at the same time it too is vain.

Finally, the last boy is Adam Sewell



No. Of Friends: 887
Status:He currently does not have a status
How he uses Facebook: Currently he is mainly talking to girls, and his whole page is showing new friend requests. His profile picture also is very masculine showing football. It seems he is trying to show off his ability, skill and accomplishment.

Using facebook is it clear to see that everyone mainly uses it to talk to friends, however with the use of their display picture, both genders are trying to impress and show the best of them.