31 May '16, 9am

Men more likely jewelry purchasers, women more goal-oriented: Shullman

Men more likely jewelry purchasers, women more goal-oriented: Shullman

Image courtesy of Michael Kors Women may drive the luxury industry, but men are more frequent purchasers in numerous sectors, according to new research from The Shullman Research Center. While identifying the consumer is the first step for brands, everything from income to concerns and worries is to some degree correlated with gender. Better understanding the differing behaviors of men and women and the nuances of their thought processes and goals can help marketers tailor a message for maximum effectiveness. Boys and girls As has been extensively documented, men tend to have more buying power. Three times as many male respondents as women respondents reported personal income more than $100,000, and an additional 23 percent of men reported incomes of $50,000 to $99,999 compared to just 14 percent of women. Luxury shoppers This difference in income comes despite equal level...

Full article: https://www.luxurydaily.com/men-more-likely-jewelry-purch...

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