This month, IKEA Australia launched Manland, and is testing it in its Sydney store. The concept is simple: it is an in-store man cave where men can hang out while their wives an girlfriends shop.
KCBS San Francisco interviewed a professor of marketing and psychology (didn’t catch her name, or the affiliated university) who had data and anecdotes galore for listeners. Two of the interesting tidbits of research studies mentioned were these - neither of which is surprising.
- Women prefer to browse, shopping not only for what they want, but also to see what else is in the market that might stimulate their interest. Men, however, typically shop with a clear objective in mind: they park, find what they want, then get out of Dodge.
- On a scale that measures shopping enjoyment, 80% of women either enjoy - or greatly enjoy - shopping. The corresponding figure for men: 30%.
My wife only occasionally reads my blogs. I am keeping my fingers crossed that she trips across this one.
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