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What's the channel influencing men's buying?

Qiuning WU

Updated: Nov 11, 2021


Six main factors influence distribution channels: product considerations, price, product nature, standardization, weight, and after-sale services.


Considering the target market, the following factors are also important. For example, location of buyers, market size, nature of consumers and their considerations. In this case of the topic, consumers' needs and type are the critical ones — Men. Men indeed behave differently when it comes to cosmetics.


Emeline's article that men's buy behaviour preferring online. The research below shows that men like to use an all-in-one online shop and a clear, simple online shop channel. At the same time, women have more precious targets, such as going to specific shops.


There is something worth taking into mind…that are sales effect, cost, and availability. Almost 40% of the market share in the hygiene beauty sector is from hypermarkets and supermarkets. As Pauline's research over supermarkets, most men's cosmetic is concentrated in one industry and very easy to access. Furthermore, it has high variabilities with all the leading brands and low cost. It's now apparent why men cosmetic field is blooming and yet slow if we combine it with everything known. Why is that? Because the consumers can get all needed goods in the daily store while buying food and home supplements. Why bother to dig deeper?


Gender has always been and remains the most commonly used form of subdivision Retailer. It’s different how women and men do information processing and decision-making. Even if shopping is considered an activity, this difference will appear. For a person, shopping is just a way to achieve his goal of buying a new thing. In most cases, men buy products to meet specific needs.


In most cases, they view shopping as a task, even as hunting or a mission to accomplish. Men only go shopping when they really require it. Shopping is a laborious and stressful process, which is why men try to limit the time spent on shopping to a minimum.


Still, there is something that can be influencing men’s buying. Men can be influenced into buying things more than women in many aspects such as ads women often tend to ignore and search more before actual buying.



The most giant gap appears in the less popular media. Men are more likely to be affected by billboards, radio advertisements, and online video advertisements. The smallest gap is following the brand on social media.

Men prefer to use social media, email, and app notifications more frequently than women. Predominantly males are born as millennials or generation Z use these channels more frequently. They are more likely to browse products online than women, who are more likely to check customer reviews.


These apps are conquering male consumers. Men are doubled in number, say they download apps for stores they favourite “most of the time” or “every time” than women. Among the app users, men are more likely to use them primarily for shopping than women since it requires less energy than visiting the store.


So, you can almost say that men are more susceptible in every marketing channel. Its influence on male buying behaviour is more significant than that of females. Digital channels are more effective than traditional channels.









Sources:

1. Five Main Factors Influencing Channel of Distribution. (2014). Retrieved 5 November 2021, from https://www.yourarticlelibrary.com/marketing/distribution-channels/5-main-factors-influencing-channel-of-distribution/42070

2. Lipowski, M., & Angowski, M. (2017). Gender and Consumer Behaviour in Distribution Channels of Services. Retrieved 8 November 2021, from https://journals.umcs.pl/ijsr/article/download/5388/3704

3. (2021). Retrieved 8 November 2021, from http://www.fluentco.com/wp-content/uploads/2016/06/Fluent2_MarketingtoMen_2016.pdf


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