This paper examines the similarities and differences that exist between men and women in their consumer role. It looks at how the different sexes view shopping, consume different products and think about their prices.
Comparison
Both men and women love shopping either in supermarkets or shopping malls. However, men are rare shoppers than women when it comes to home appliances. This can be attributed to the fact that women are caretakers of the family hence their shopping will always revolve around domestic products. Only bachelors are likely to consider buying home appliances. Even so, they would only buy a few things at a time.
Both men and women are great consumers of electronics; however, there exist a differing trend in their style of shopping. While men are attracted to electronics for prestige and fun, women’s motive is always to make work easier. Nevertheless, consumption of ICT products has seen women also joining men in the purchase of laptops, iphones, and flat screen TVs among others (NBC 33 TV par. 1-4).
Both men and women are great consumers of media services. Even though they watch and listen to different programs, their listenership and viewership are almost equal explaining why the media practitioners have to take care of both of gender needs.
Men have been found to consume products such as perfumes that were traditionally associated with women. Even beauty products and hair styles are now being associated with men contrary to the traditional stereotype that considered things such as perfumes, expensive body lotions and creams and sophisticated hair styles feminine (Odell par. 1).
Another new trend in consumption is recorded in the purchase of motors vehicles. While men were traditionally considered great consumers of vehicles, women now own cars at almost the same rate as men (Szustek par. 8). This is because of the important role vehicles play in movement as more women become increasingly involvement in white collar jobs.
Differences
Unlike women, men are less likely to be concerned about prices or bargains. Men are likely to complete their shopping within the shortest possible time compared to women who are usually conversant with the prices and are more likely to be found bargaining.
Many women do impulse buying as compared to men since women are often window shopping and are thus easily lured by attractive products. Women like doing their shopping slowly comparing prices and qualities whereas men just go for what they came for; they mind less about the prices or quality as long as they have found what they want.
There also exists a differing pattern in consumption of certain products. When it comes to consumption of beauty products like deodorants, men are more likely to do without them during hard economic times. On the other hand, men are greater consumers of alcohol than women.
This is because women are usually concerned about their health and how they spend their money. When it comes to water consumption, men will take more water than women due to the nature of their bodies or due to the amount of work done as men are likely to be involved in physical activities.
Conclusion
This essay has managed to compare and contrast the role of men and women as consumers. It has emerged from the essay that neither side of the gender is a better consumer than the other, but their consumption patterns are rather influenced by their gender roles. Traditional shopping stereotypes are, however, being broken as shopping patterns change with technological advancement and modernization.
Works Cited
NBC 33 TV. “Studies show that more and more women are buying consumer electronics.” NBC33 News, January 28, 2012-3:00 pm. Web.
Odell, Amy. Men Increasingly Ravenous for Fine Beauty Products. New York Fashion, 2009. Web.
Szustek, Anne. “5 Marketing Myths About Women Debunked.” Business Insider, Inc., 2012. Web.