A recent study has revealed that men are a lot more reluctant to ask for help in a retail store compared to women. An analogy to driving and direction-seeking seems obvious.
Nelson Barber, associate professor of hospitality management, University of New Hampshire, discovered women were more likely to turn to interpersonal relationships such as friends and family for guidance while making purchases whereas men were, generally, more likely resorted to impersonal sources for information.
Barber said: "This research highlights the role of gender in decision-making research. The current study provides marketing professionals with new insights to developing better strategies.
"They need to be aware that in addition to objective product characteristics, customers purchasing decisions may be driven by less obvious factors, such as those investigated in this study - self-assessed knowledge, purchase confidence, and the purchase situation."
Researchers also found that when it come to buying a gift, men valued the input from retail clerks, friends and family just as much as women.
Barber added: "This understanding will lead to a more critical look at marketing strategies aimed at establishing relationships, particularly with male customers and particularly given they are an untapped and potentially large market."
The study was published in Journal of Consumer Marketing in the article "Gender differences in information search: implications for retailing."