Luxury Toys for Men: When women will let us decide and buy on our own?

Abstract

Yachts, watches, sport cars, hunting rifles, all those goods represent most of the time a hedonist purchase done by Men. Nevertheless, things have changed. Women have an important impact on the final purchase decision. Researchers demonstrated the influence of husband and wife considering the determinants of role structure such as empathy or involvement (Burns and Granbois, 1977). Hofstede showed the importance of gender differences organized through a role-separation in everyday life. However, by exploring the role of consumer, gender codes are decreasingly important. Nowadays, a product that was masculine, might be highly purchased by women, who have growing influence on the purchasing decision of their partner. Who the final decision belongs to?The findings of the paper show the strong gender influence on luxury products. Generally, this paper will deal a lot with gender stereotypes as they can be found in the customers base of luxury brands. While the luxury market targets men or women through their products and services, our research shows the influence of client’s environment on the shopping experience and behavior. This article will focus on the power of women within the decision-making process depending on the culture. Generally, when men have the power on the product in itself, women have the ability to influence the decision on particular aspects.