Research shows that attitudes differ about shopping for furnishings

Male and female consumers alike gravitate toward the warmth and beauty of a hardwood floor.

Did you know that over 90 percent of home furnishings purchases are made by women? That's just one of the findings from a survey done recently by flooring manufacturer Mannington Mills. The company, first in its industry to do such extensive research on consumer shopping habits, set out to find ways for flooring salespeople to better relate to their customers. It found some thought-provoking answers, plus a whole lot more.

For example, women and men approach shopping from two completely different viewpoints. It goes back to the basic 'hunter and gatherer' theory - that men will pursue and hunt for exactly what they need; yet women will search, gather input and information, then make a decision based on the sum of that information.

Women, for the most part, enjoy shopping and see it as a social and emotional experience. Men, on the other hand, see shopping as a necessary evil, something that must be done in order to acquire an item they need.

Men and women in this survey did agree on one thing, though. Both said that they disike when overzealous salespeople follow them around the store. Women were particularly vocal about this issue. They said that they like to be greeted when they enter a store, but then be left alone to browse the merchandise.

Mannington found that this is particularly true in the case of flooring. There are so many options - resilient, hardwood, laminate, tile - that she needs some time to digest what she's looking at. Men, on the other hand, aren't likely to want as much time to browse, but the male shopper wants a salesperson to be readily available when he's ready to buy.

Mannington's study shows that women today are the "chief purchasing officers" of their households. In other words, whether or not they earn the money, they usually are in control of it. So it is to a salesperson's advantage to take her seriously, and include her in all aspects of the purchasing process, from browsing to the financial transaction.

Mannington also learned that women are more loyal consumers, and will go out of their way to do business at a store they feel comfortable with. Women are also much more likely than their male counterparts to tell others of their shopping experience, whether it be positive or negative. And as the saying goes, "she tells two friends, and so on and so on …"

For more information on Mannington flooring, call 1-800-482-9527 or visit Mannington.com for a retailer near you.

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