Stationary Upholstery: Gender Differences, Part I: Preferred Products and Retail Venues

Published: April, 09 2008

By Thomas A. Prais

Women accounted for 69 percent of stationary upholstery shoppers, according to the latest The Retail Experience survey results. But it’s not just purchase rates that distinguish the genders when it comes to stationary upholstery. Gender plays a huge role in why consumers buy, what they look for, where they purchase and how they shop. In this, the first of a two-part analysis of differences between male and female stationary upholstery shoppers, we will examine what men and women look for in their seating, and the sorts of stores at which they shop.

While female stationary upholstery shoppers favored retail-branded furniture stores, which accounted for 31 percent of surveyed purchases by women, local, single-store retailers were preferred by men, 36 percent of whom made their purchase at such stores.  On the face of it, such data could suggest women feel more comfortable with familiar brands, but a deeper look suggests otherwise: Manufacturer-branded stores won 16 percent of stationary upholstery purchases by men, compared to 11 percent for women, and 40 percent of men believed that brand names ensure better quality, compared to only 26 percent of women.

When asked why they chose a particular store, men who had purchased stationary upholstery were more likely to cite how easy the store was to shop and a knowledgeable sales staff. Women were more likely to cite attractive displays and much more likely to cite flexible credit options. Men who shopped more than two stores were more likely than women to have done so because they found furniture shopping to be confusing. Women, on the other hand, were more likely to cite difficulty finding something they liked.

Customer’s Own Material (C.O.M.) didn’t play a large role for either gender. Only 3 percent of women purchased a C.O.M. stationary upholstery. However, it is worth noting that among the 93 male participants in The Retail Experience survey who had purchased stationary upholstery, none chose C.O.M.

These findings reinforce common stereotypes that men are less comfortable purchasing furniture, while women are far more particular about what they want. Indeed, 51 percent of women who had purchased stationary upholstery reported that they enjoy shopping for furniture, compared to 31 percent of men.

In terms of why (beyond price) respondents chose a particular stationary upholstery product, women were more likely to cite style and comfort. While men also made style and comfort their top priorities, 48 percent of male stationary upholstery shoppers cited quality, compared to 32 percent of women. In keeping with their emphasis on quality, men expected their upholstery purchase to last an average of 8.5 years to women’s 7.8 years.

Such results suggest different salesfloor approaches for men and women. Men should be more receptive to messages of quality, while women will be better engaged in discussions about style and design (though, again, quality and style were important product considerations for both genders). Men were more likely to be confused by the furniture-buying process, and their responses suggest they were more appreciative of good guidance from sales staff, whereas women were more influenced by good merchandising and were more focused on style and selection.