Women want bargains but men prefer brand names

May 15, 2008
credit card

Women are better bargain hunters than men, with male shoppers seeking known brand names when deciding which store to go to, a Massey University study of consumers has found.

The survey of consumer preferences for shopping at factory outlet shops, department stores and retail malls was conducted in Auckland by senior marketing lecturer Dr Gurvinder Shergill and Masters student Yiyin Chen. They questioned more than 200 men and women at three shopping centres.

Consumers, regardless of age and income, believe outlet stores have comparatively lower prices than other shops but the same consumers made differing shopping choices based on gender, levels of education and incomes.

Male customers surveyed made traditional department stores offering well-known branded products their first choice for shopping but women were willing to go to outlet shops seeking branded products that they expected to find there at comparatively lower prices.

The consumer group perceived department stores as offering a wider selection of merchandise, compared with factory outlets and they held the brands they found in department stores in higher regard, the survey found. Those with higher education and incomes put more value on the environment provided by department stores when deciding where to shop.

There are significant implications for all types of stores from the findings, says Dr Shergill.

“Traditional stores should maintain their competitive positions by continuing to offer good physical facilities and environments, satisfactory in-store customer services and famous branded products in order to maintain and attract more customers,” he says.

”This will help to maintain their market share and gain competitive advantage within the intensely competitive market environment created by factory outlet stores.”

He says department stores need to assess their pricing and provide satisfactory value to customers. These stores should identify and divide their current and potential customers into different target segments and set differing pricing strategies for them.

Factory outlets need to learn from the comparative disadvantages of traditional retail stores, he says, and work to enhance further their own currently competitive pricing. The outlet stores also need to improve the image of the brands they stock, he says.

Source: Massey University

Explore further: Latest on Apple Watch release: If you're left handed (Updated)

Related Stories

Is bitcoin the wave of the future or a dangerous fad?

January 14, 2015

As customers ate lunch at a popular restaurant in Washington's Adams Morgan neighborhood, few had any inkling they were on the front lines of an international monetary war that's featured FBI raids, the Deep Web, allegations ...

Recommended for you

French teen finds 560,000 year-old tooth (Update)

July 28, 2015

A 16-year-old French volunteer archaeologist has found an adult tooth dating back around 560,000 years in southwestern France, in what researchers hailed as a "major discovery" Tuesday.

The couple who Facebooks together, stays together

July 27, 2015

Becoming "Facebook official" is a milestone in modern romance, and new research suggests that activities on the popular social networking site are connected to whether those relationships last.

1 comment

Adjust slider to filter visible comments by rank

Display comments: newest first

mrlewish
not rated yet May 15, 2008
I have news for you. These studies were done by marketing and advertising companies years and years ago. Did you miss that boat?

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.