Market segmentation by gender considers how men and women differ by born physiological differences and learned socialized differences.

Market Segmentation Reveals Differences Between Men and Women

I’m sure you know that men and women are different, but do you consider these differences in your marketing? To market effectively, you must be aware of these differences because they influence men and women to:

• value and purchase different items,

• seek different kinds of advice from different types of people,

• select different exercise and recreation activities, and

• manage and feel about money differently.

Market segmentation by gender reveals that men and women respond differently to marketing messages, and different marketing appeals influence them differently.

Market Segmentation Reveals Difference Between Types of Each Gender

Men and women divide into types that also differ, and I cover several types for each gender in my e-book: Know ‘em Sell ‘em: How To Discover The Best Appeals For Your Target Market.

Market Segmentation by Gender – An Illustration

To illustrate, let me tell you a story about my great
grandmother. Her name was Mary Ann (Turner) Scott. Her father was Elias D. Turner, a Confederate Colonel during the Civil War.

After the war ended, but before most of the Confederate soldiers returned home, Union soldiers were plundering Confederate territory.

The Turners had little left besides their home and a milk cow named
Bessie. With little food, Bessie was instrumental to the family’s
survival. When Mrs. Turner got word that the Union soldiers were in
the area, she told 10-year-old Mary Ann to take Bessie to the woods
until after the Union soldiers had left the area.

While in the woods hiding with Bessie, a Union soldier found Mary
Ann and tried to take Bessie, but Mary Ann wouldn’t let go of
Bessie’s reigns. In an attempt to get her to turn loose of the
reigns, the soldier whipped her arms, but Mary Ann held on tightly.

He warned her that if she didn’t let go, he’d cut her. Still Mary
Ann held tightly to Bessie’s reigns. So he did cut her arms with
his bayonet. Still Mary Ann refused to release Bessie.

Realizing that he’d have to kill the girl in order to get the cow,
the soldier gave up and left. Scared but victorious, Mary Ann,
later returned home with Bessie in tow.

My mother told me this story as her mother told it to her. Now I
tell my granddaughters this story, always with a reminder that they
come from a long line of strong women.

Now it hasn’t always been a compliment to be called a strong woman,
much less a strong-willed woman, but such women have always existed. They have been and continue to be one of our nation’s strongest assets.

Just as my great grandmother differed from many women of her time, women today differ from one another.

If you’re considering these differences in your marketing messages, they’ll be more relevant and more appealing to your target market.

Besides gender differences, you’ll be surprised at how much you can learn about people from their occupations.

To get a free trial on my automatic market segmentation program, complete the form below:

Add to Onlywire

Posted 3-14-08: Market Segmentation by Gender

Bookmark It