Future Trends in Gender. Marketing to Women vs. Men

Future trends in gender
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Men and women have different motivations for consumption of goods and services and advertisers ought to reflect these differences in the way they package the information targeting their audience. CITATION Fab13 \l 1033 (Viviani, 2013) argues that women are consuming force for 90% of products directly or indirectly and advices advertisers and marketers to target women for such. Men are to be targeted if the product is a niche product for them and for which they do not hesitate whether to buy or not to buy. CITATION Fab13 \l 1033 (Viviani, 2013) pointed out a few differences between men and women consumption behavior.
Contrast the motivation for consumption (shopping) between men and women.
When targeting men, package the information to supply an idea and connect/fix it to a need. On the other hand, when marketing to women, create a story such that the women relate to the product and ‘own it.’ When targeting men, supply the idea and if a man relates to it, then present the product to ‘fix’ the need because decision making to men is instantaneous. Additionally, CITATION Fab13 \l 1033 (Viviani, 2013)pointed out that women think in the long terms and they only buy a product after they find a fitting ‘position or role’ in their life. He also added that to effectively woo women audience, it is best to package the information of the product such that it elicits emotion. For example, in marketing a bathing soap to men, you can point out that whenever they are sweaty and itchy due to hard day’s work, they can buy the product and it will easily remove the sweat and itchiness. As for women, compose a story that features a woman who had a bad body odor and she could not have any friends and led a lonely life until she started using the bathing soap that eliminated the body odor and she made some friends. Thus, in each case, the information ought to reflect the way men and women react to the marketing information. As CITATION Fab13 \l 1033 (Viviani, 2013) described the differences of marketing to diffe...