The role of classical conditioning also comes into play at this stage. The advertisement acts as a conditioned stimulus (role of shopping performed by men) and the target audience is exposed to this advertisement to elicit the conditioned response (men go out to shop).
Table A reveals that both men and women tend to buy less variety so as to reduce the number of items purchased. In general, both genders do not make a list of the specific brands they intend to buy. More than half; 56% men and 51% women list only the categories they have to buy. Neither men nor women choose products because they fetch discounts on loyalty cards. However 33% men and 36% women buy store brands to save money. A vast majority of shoppers; 73% men and 78 % women rely on previous usage and experience while selecting brands. Very few shoppers base their choice on product label and packaging.
More women (43%) tend to shop for ‘all-purpose’ cleaning supplies than men (31%). Women also have a tendency to look at a store circular (59%) and make additional unplanned purchases (54%). On the other hand, 49% of the males go through a store circular and only 44% make unplanned purchases. List making behavior, especially making list based on ingredients needed for recipes, elicits pretty divergent behavior between the two genders. 46% of the women make such lists as against 33% males. A lot of women (52%) select brands on the basis of coupons picked up from home as compared to 40% of the males who base their purchase decision on this parameter. If a product is requested by a household member, 44% of women pick it up while only 30% of the males do so.
The aforesaid discussion suggests that marketers of packaged-goods grocery items should have their products and brands listed on the circulars in the stores since 49% of the men tend to read such circulars. The advertising objective should be to make the brand synonymous with the product category since 56% of the men mention only