OH BOY, IS THIS IS GOING TO GET THELADIESANGRY? The answer, actually, may be no. In early February, a report released by the New
York City Department of Consumer
Affairs discovered that women paying
as much as 42 percent more than men
for essentially the same products may
just be accepted by the fairer sex as the
cost of doing business.
The study, for example, determined
that the cost of haircare products for
women are, on average, 48 percent
more expensive than the same items
for men. It went on to say that female
razors are 11 percent more expensive
than similar products for men; and
other items, including
jeans and toys, were
also priced higher for
women than for their
male counterparts. In
total, the study monitored about 800 products with clear male and
This is not a mistake
or even an error in judgment. Suppliers and
retailers realize that
women are always more
willing, some say eager, to pay more
for merchandise that will make them
look and feel better about themselves.
An extra few dollars… who cares?
As long as it creates that glow that is
worth, well, a million bucks.
Men? Not so much. Though there
are some signs that things are changing, as a whole, men are looking for
the basics, especially when it comes
to health and beauty care items. Give
a guy a functioning item that gets the
job done and they will pick it up. That
is as long as the price is right.
Retailers have reason to celebrate,
and more information to confirm
that chasing after female consumers
remains the right approach for those
looking to best help their bottom lines.
Not only do women make the shopping decisions for their entire families
and frequent supermarkets on a regular basis, they are also more interested
in the latest and greatest trends, fads
and items that will make a difference
in their day-to-day living situations.
The best part, it is becoming more and
more clear that many of these shoppers do not look as closely at the price
tag when selecting the merchandise
or, even better, they do not care.
So what is the next step for retail-
ers, especially when it comes to the
HBC aisle? Placing expensive items on
the shelf and expecting them to jump
into shoppers’ baskets is just not going
to happen. No matter what is on the
shelves women still demand the proper
setting for selecting merchandise.
That means wider aisles, a broader
selection of product and, most importantly, order in the area so that no one
gets turned off by a lethal combination of clutter and confusion. Signage
is important too so that shoppers can
identify their needs quickly and make
a fast decision as to what to buy and
when to buy it.
Women are not easy marks for high,
unreasonable prices on HBC items. But,
as a whole, they are more willing than
men to spend a few extra bucks on
those little things that spruce up their
HAVE TO BE IMPRESSED WITH JUST HOW
SHARP PE Y TON MANNING was after winning the Super Bowl last month. With
all of the commotion surrounding the
big upset victory by Manning’s Broncos
over the Panthers, he apparently still
had the wherewithal to remember to
get a plug in there for Budweiser beer
in the post-game, on-field interview.
Assuming that Manning was paid to
pitch the beer, this is marketing at its
finest. Just dropping that brand name
in the conversation probably caused
thousands of people to reach for a can
of Bud to toast Manning.
A recent study suggests that women are willing to pay more than men for similar products.
By Seth Mendelson
Seth Mendelson is publisher
and editorial director of Grocery
Women are not easy marks for high, unreasonable
prices on HBC items. But, as a whole, they are more
willing than men to spend a few extra bucks on those
little things that spruce up their lives.