It is women who decide what will be bought at home in many FMCG categories.
Recently conducted research clearly indicates that in Polish households, the vast majority of women decide what will be bought home in many FMCG categories. The fair sex dominates in the area of shopping decisions: drinks and juices for children (75 percent of the main decision makers are women), household chemistry (75 percent), cosmetics (74 percent), or basic groceries (65 per cent.).
In most of the aforementioned product categories, women are also buyers, so it can be concluded that in this respect they are responsible for the household budget. However, the fact that women manage purchases in most FMCG categories on their farms does not mean that men remain completely passive in this area. Many of them, although they do not make final decisions or purchases, participate in the decision on what will be bought. Most men have a share in the decision to buy clothing and footwear (47 percent co-deciding among men), groceries (44 percent) or cosmetics (39 percent).
A study carried out last year showed that one of the most important factors affecting purchasing decisions (in addition to the price) is the appearance of the product packaging, which is also an information carrier.
This aspect, however, does not distinguish women – it affects consumers of both sexes in a similar way: both considering buying a product (about 50% of respondents of both sexes) and making a purchase (about 40%). The study also reveals that among the sources studied that may be relevant for making a purchase decision or for making the purchase itself, there are small quantitative differences, but significant differences in marketing communication.
According to the LivePanel study, in addition to the price, women are most strongly persuaded to try the received product sample (52% of consumers), and men to watch TV advertising (49%). In addition, information obtained through the mobile application and product comparison websites has a significantly greater impact on men’s purchases. Studying how to select products from specific categories also highlights differences between men and women. Ladies more often consider recommendations from friends and family as the best help in making decisions. We also know that even among women themselves there are differences related to the age of the respondents, and they are very intuitive