Below is an article which I thought was interesting. It proves something that some men have always known
Thought it be interesting reading.
By Matt Ball
Last updated October 28 2004
The chaps, it turns out, CAN help acting on impulse after all
Research published in September revealed that men are better shoppers than women and they enjoy it more. This is because men buy more of what they actually need and see a shopping trip as a functional exercise rather than an emotional journey.
As the deadline for getting your Christmas shopping approaches, the findings of this research and the tips it offers for being a savvy shopper will help you cope with the queues, spend less and buy only what you went our for. Read on...
According to the study by Barclaycard, women typically rate the anticipated enjoyment of a shopping trip as much higher than it tends to turn out in reality. Their mood levels drop by 27% from pre- to post-shopping trip, while feelings of frustration rise by a similar amount (30%).
The research suggests that this is because women are seeking happiness rather than a particular item, so end up buying on impulse and later regretting it. Men, on the other hand, go shopping with specific items in mind and if they do buy something that catches their eye, it’s more likely to be something they want or need.
Women are more impulsive
Over three quarters of the women surveyed (77%) admit to buying items on impulse; 66% of those women who buy on impulse later realise that they don’t actually want what they’ve bought.
Just 42% of men say they have regretted buying something on impulse. If women do allow themselves a budget for such impulse buys, they typically overspend on this by £20, double the overspend of men.
The main item that a shopper wants is usually bought halfway through a given shopping trip and it is only after this point - the impulse watershed - that unplanned buying starts. Moreover, the more impulse purchases that are made, the more frequent they become.
Women not only influence their partners, they also encourage female friends to spend more on unplanned purchases, with 85% of items they acquire bought on a whim. For ultimate shopping satisfaction, shop alone and return home at the point of your planned purchases.
Time of day is also a major influence on a person’s propensity to impulse buy. Afternoon is identified as the ‘best’ time to shop with more planned purchases being made. Morning is the key danger zone however as people tend to shop longer and spend more money on impulse purchases.
So why do we buy on impulse?
Report author Professor Gillian Hogg of the University of Strathclyde suggests that this is due to a change in perception in what shoppers consider to be an ‘essential item’ and what they might deem to be a luxury. When asked why they buy on impulse, shoppers offered a vague or indulgent explanation, as the list below illustrates.
Why do you buy on impulse?
1. I wanted to treat myself
2. It seemed like a good idea at the time
3. I thought I needed it
4. I don’t like to go home empty handed
5. I don’t know
Source: ICM consumer survey of 1,000 shoppers
Professor Hogg attributes this to a change in lifestyle: “People now shop to satisfy their wants rather than their needs. As it’s more difficult to meet vague (or infinite) wants rather than specific needs, shoppers are much less likely to return home satisfied.”
Seven tips for savvy shopping
Here are some ideas to help you shop more wisely:
1. Choose a shopping time and partner carefully.
2. Shop in the afternoon. If you shop in the evening you are likely to rush decisions and be lured into making an impulse purchase. If you shop in the morning you will tend to shop for longer and spend more money on impulse purchases.
3. Try to shop with a friend or partner as research has shown that you are less likely to make impulsive purchases when you are with other people rather than on your own.
4. Plan before you shop. Make a list of what you want to buy and how much you want to spend and stick to it. Working out a budget for shopping trips every month will allow you to spend on impulse without breaking the bank.
5. When you see something you like, take a ‘time-out’. If you stop and consider your reasons for a purchase, you’re less likely to regret it later. Research has shown that you are more likely to make impulsive purchases at the end of your trip.
6. When you’ve got what you need, just go home!
7. Avoid using store cards – they have high interest charges. If you must use plastic when you shop try to stick to your budget and make sure your credit card has a low rate of interest if you don’t pay off the balance in full every month.
|Thread Tools||Search this Thread|
|Display Modes||Rate This Thread|
All times are GMT +1. The time now is 17:09.