試着、試食、お試しという「行動力」文化 ~女性は圧倒的に行動量が多い

試供品

試着

試食 試飲 試●

この試すという行為。  想像してみると、女性のほうが試す機会は圧倒的に多いです。

男性が試●をするものもありますし、あまり多くはありません。

視聴や試乗は好んでするかもしれませんが、日常では圧倒的に女性の方が多いです。

試着、試食、お試しという「行動力」文化

女性は、体験を好みます。

理屈より、感性や感覚での納得感を得たいのかもしれません。

五感を通じて、感覚で判断したいのかもしれません。

だから企業も、お試しという、感覚での判断機会を用意するのです。

試供品(サンプル品)が、圧倒的に女性のほうが多いですし、試食コーナーに集まっているのは大半が女性です。

 

一方男性はというと、体験で得られる感覚よりも、理論的なことを好みます。

感覚だけで選ぶことに不安を持ち、理屈で納得しなければなりません。

ですから、理屈の一部の情報補填としてお試しはありますが、感覚的な行為が元となってはいません。

もちろん、機械や車など、特定のものはお試しもしますが、日常生活では圧倒的に女性です。

 

試すということは、行動です。 頭だけで考えることには、行動は伴いません。

つまり、女性は行動量が多いのです。

しかも、論理的な情報ではなく、感覚的な情報です。

感覚的な情報は不完全でもあるので、その分だけ行動量が多いのかもしれません。

マーケティングなどにおいても、女性への消費行動を促す場合には、この感覚的なアプローチが必要です。

何かを一歩踏み出したり判断する時にも、お試しというものを用意することで行動に移ることが多いのです。

一方男性にはあまり通用しない方法でもあるので、試しに・・・ということで行動に繋げることはできません。

女性に納得してもらう(女性が納得する)段取りは、こうした感覚を取り入れることが大切だと思います。

女性の行動量は、これからの社会の原動力だと思います。 いろいろと試して、社会が活気づくよう、応援したいと思います。

※当然ながら、感覚と理論のどちらかだけで判断されるものではありませんし、女性だから男性だからという性別の問題ではありません。これらは、これまでの経験とマーケティング分析等による傾向としてまとめています。

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試着、試食、お試しという「行動力」文化 ~女性は圧倒的に行動量が多い” に対して1件のコメントがあります。

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