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Why Gender Differences in Shopping Styles Are Stronger than National Differences

Idea posted: July 2019
  • Marketing

A study of consumers in 10 countries supports the view that gender differences in shopping styles have evolutionary, not socio–cultural, roots. At the same time, the study’s authors argue that national culture characteristics can increase the effect of evolution–driven consumer behaviours. The implication for international marketers is to segment customers based on hard–wired evolutionary traits and national cultural influences. 

Idea #746
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