Over the past few years, there has been an increase in the proportion of women interested in purchasing franchises. In the age segment over 45 years old, their percentage is even higher than that of men. The jewelry brand Sokolov, together with the franchise catalog Franshiza.ru, studied the attitude towards the purchase of franchises among men and women and identified the main differences.
Photo: Stankovskaya V./Retail.ru
For many years, the bulk of those wishing to purchase a franchise were men, on average about 80%. Today the ratio is completely different: 54% men versus 46% women.
Ratio of interest between men and women in purchasing a franchise
Source: Sokolov
Between the ages of 25 and 34, men were more interested in purchasing franchises than women, 40% and 34% respectively. This can be explained by the fact that men are prone to entrepreneurship earlier, since most girls at this age focus on building a family.
Men's interest in franchises depending on age
Source: Sokolov
Women's interest in franchises depending on age
Source: Sokolov
At the same time, at the age of 35 to 44 years, the proportion of men and women is the same – 29% each. This is probably due to the fact that most women think about buying a franchise and starting a business after 35 years, having resolved family issues and gained experience in hired work. In the segment from 45 to 54 years old, there is a predominance towards women – 18% of women and 14% of men.
When choosing a business franchise, men primarily evaluate financial performance and the final result. For women, the situation is different: here the process of doing business and its benefits for society or the city come to the fore when making decisions.
The choice of areas for business also varies. As expected, in auto, construction and manufacturing franchises, the owners are overwhelmingly (73%) male. Women more often choose areas related to beauty and fashion. For example, in manicure salons, in 69% of cases the owners will be girls. The situation is similar in the field of children's education: women choose it much more often than men.
“Women and men choose business differently . For men, the most important things are numbers, investments, payback, and business results. They make decisions more rationally, paying attention to details and not paying attention to emotions and impressions. For a woman, choosing a business is most often not a matter of analytics, but of emotions. In business, it is very important for women to have a process so that what she plans to do is not only effective, but also enjoyable and brings benefits to people. But at the same time, women are psychologically more sensitive to the pitfalls or negativity in negotiations, so it is important for women that the franchisor shares her values and is open,” noted Anna Rozhdestvenskaya, head of the franchise catalog Franshiza.ru .
Among jewelry franchises, which are a stable investment tool, men and women make a choice depending on the format. Classic jewelry stores more often attract men, while businesses with designer jewelry attract women.
“Over the past few years, we have seen a steady increase in the number of women jewelry business owners. Today, approximately 30% of our franchised outlets are owned by women, and this proportion is gradually increasing. Interestingly, men and women approach business differently . Men are more immersed in business performance numbers. Women are more flexible and more involved in the product ,” added Antonina Zhukova, Sokolov franchise development manager.
Men more often at the initial stage consider franchises of 1.5 million rubles and above. Women are considering smaller businesses – in the range from 600 thousand to 3 million rubles. In the segment of large projects (from 20 million and above), there are mainly male franchisees.
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