How Buying Behaviors Differ in Men and Women

by Gwen Hagen, Account Director

Marketing Strategy

Woman explaining something to her significant other

Out of all the factors that can influence an individual’s decision-making process, gender is one of the most important to understand. Men and women may move through the same buying stages, but their process couldn’t be more different.

It Begins in the Brain

The left side of the brain is connected to logic, sequences, facts and linear thinking. The right side of the brain is connected to imagination, intuition, visualization and holistic thinking.

In the buying cycle, men tend to rely on their left brain, while women generally make decisions with their right brain.

Note: While the research below is sound, people are individuals. Any number of your customers may represent a mix of buying styles and preferences. Take the following thoughts as generalizations.

Men Are on a Fact-Finding Mission

According to The Mediterranean Journal of Sciences, men follow a more logic-based approach while engaged in the buying cycle.

So, if you want to market to men, make your messaging clear and concise. Men want to know why they should buy something and how it helps solve their problems. (And they want to know it fast.)

That indicates left-brain dominance, which means men prefer objective information rooted in facts and figures. They value a sales process that helps them cycle through their buying journey efficiently. Because they want an effortless process, men tend to be loyal to brands they’ve bought before.

Women Are on a Journey

The study by The Mediterranean Journal of Sciences also showed that women are emotional purchasers. Before deciding to buy, women typically look through a website to learn more about a product or business.

That means women value a sales process that supports social activities, such as reading customer reviews, browsing through social media platforms and interacting with enticing visuals. This right-brain group is full of holistic thinkers that take a more comprehensive approach to each stage of the buying cycle, even building pro and con lists throughout their journey.

To effectively engage women with your marketing message, share stories about your brand and the people who love it. Then, continue building that relationship with your audience to deepen their loyalty.

What Does That Mean for Your Marketing Strategy?

It means you need to define your audience. Do you have more male or female customers? An even mix? If you’re not sure about the ratio, Google Analytics can tell you which gender visits your website more frequently.

Then, assess your marketing platforms. A website or e-commerce site immediately satisfies many customer needs, but which other platforms should you be using?

For a male audience, try pay-per-click. As men shop for products or services, your business will appear as a related option. PPC ads meet them where they are and can provide problem-solving solutions, like a YouTube video that shares answers to their questions.

To reach a female audience, consider email marketing, social media ads and blogging, to distribute messaging that creates an emotional bond.

Need help tailoring your marketing to your target audience? Let us know.

"We have been working with April for about 4 months, since taking over following a client management transition. Whenever a change occurs when working closely with a company like MadAve, there is always uncertainty around how smoothly things will go. April quickly stepped into the role and handled our account like she had been working with us for months. She has great attention to detail and — most importantly — a unique ability to hold us accountable to providing the MadAve team what they need, when they need it. April has proven herself to be extremely organized and phenomenal when it comes to follow up. She is a tremendous asset for us."

- Ben Tassin, Partner Ambassador, DWM Holdings

"April has become an important member of our team. She brings our marketing plans to life, coordinating resources from diverse groups, both internal and external, keeping everyone organized and on-track. As the pace of our work becomes increasingly demanding, she never misses a beat - a true demonstration of her commitment to the American Frame brand."

- Laura Jajko, President, American Frame

"Over the past 9 years, MadAveGroup has actively engaged with us to understand our members, products and philosophy. Their due diligence delivers impressive digital campaign results month-over-month. Our organic search and paid search results have never been better! I am thankful for their expertise and recommendations as we work together to continue to boost our presence in the always-evolving world of search engines."

Heather Gilchrist, Marketing Director, VacationLand Federal Credit Union

"We've worked with MadAveGroup since 1996 in many different facets. In 2017, we implemented Pay-Per-Click and Search Engine Optimization programs, which have been instrumental in our ability to grow an average of 5.5 new customers per day for several years. Their client managers are friendly and bright and keep us updated with monthly reports. They are always there to help, answering phone calls and replying to emails almost instantly. I cannot say enough good things about MadAveGroup."

Sharon Tipping, Marketing Manager, Parker Steel

"I am most impressed with Brian and Jessica (and the team) for their abilities to be flexible and patient to come up with something that works best for our company and not just push us into something we would not be comfortable with just to get the money. This approach tells me they value the long-term relationship and not just the immediate win. Thank you all!"

Christine Gorey, Marketing Manager, Columbia Chemical

"Shaun always updates us on our quarterly changes and explains the process every time. This is a new program that I have taken over and he has been very patient and has done a great job explaining the process and the difference in scripts and messages and how Ziebart can utilize the program better."

Carly Jacobi, Field Marketing Specialist, Ziebart International Corporation

"Kara takes her role seriously and does her best to accommodate busy schedules. She is easy to work with and quick to respond. She helps keep them on track and lets them know when there is a problem before they discover it."

Kim Hoch, Vice President of Operations, Novus Clinic

How Buying Behaviors Differ in Men and Women

Marketing Strategy

It Begins in the Brain

Men Are on a Fact-Finding Mission

Women Are on a Journey

What Does That Mean for Your Marketing Strategy?

The change you want. The results you need.

Connect with us

The change you want.
The results you need.