Men and Women Aren’t the Same (go figure)

The Wharton School of Business and the Verde Group recently released the results of a survey on the shopping habits of men and women.  It’s called, He Buys, She Shops:  A Study of Gender Differences in the Retail Experience.  Guess what!  They’re different.  Here are some of the highlights from the Executive Summary which you can download here.  The summary is free.  The complete results cost $2,000.

1,205 consumers were surveyed during late October and early November.  Here are some of the survey’s results in the area of Customer Problems.

  • Half of all shoppers experience some kind of problem on a given shopping trip.
  • Women are more likely to have problems than men, especially women over forty years old.
  • Both men and women report an average of 3.5 problems per shopping trip.
  • Shoppers who have problems (men and women) are 35% less loyal than shoppers who don’t have problems.
  • When a woman has a problem, her loyalty drops by 24%.
  • When a man has a problem, his loyalty drops by 40%.
  • 67% of all shoppers have stopped stopping at stores where they had problems.
  • Only 30% of shoppers are willing to give the store a second chance.
  • On average, it takes a shopper 14 months to return to a store where they’ve had problems.

Interesting.  Not very surprising, but interesting.

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