Market Talk has equated marketing and economics to dating since they are all about deploying scarce resources. I have also shared a research my single friends conducted about 10 years ago. The research aimed at establishing the gestation period of a relationship and the average cost of dating in Nairobi.
The average cost was about Sh15,000 or $200 then. Recent indications are that the cost is up but women maybe taking up part of the bill perhaps in line with the 30 per cent gender inclusivity clause in the Constitution. We revisit that issue.
There is a saying that all the good men are taken and a movie by the title, “A few Good Men. The good men and women maybe scarce too and that is where the economics may come to play.
Two male psychologists wrote a book where they suggest that there are more good girls in the world than good men. The book suggests that a single girl needs to look beyond her checklist of tall, dark and handsome to find a good man.
The book, Why Smart Women Make Foolish Choices. It explains why the bad boy and the married man are always oversubscribed in the dating scene and why they shouldn’t be. It seems to agree with emerging marketing knowledge that consumers don’t have perfect information about brands.
As a result, when making purchase decisions consumers are lazy in their evaluation and they result in choosing what others use as social proof or guarantee.
Recently, I met two girls in a restaurant where we had a good drink. We had engaging conversations about life and business. Since they had read about hair personality on this page they asked me to explain what their hairstyles say about them.
One had short hair so I reminded her about the same style adopted by most of the East African First Ladies, including Margaret Kenyatta, Janet Museveni and Jeanette Kagame.
This means they are wiser than the majority of voters as they can pick a winner long before the voter can follow suit.
The other one had braids with emerging dreadlocks which reminds me of Wangari Maathai fighting for a cause and doing small things that make a big difference like planting a tree.
The other conversation was about dating and whether single people are discriminated against in the society.
Activist Bella DePaulo, the author of Singled Out terms it singleism. We observed that unmarried people are always discriminated against even in business be it insurance, house-helps, banks and even land-lords.
Singles are also looked at as people who have failed to get love. Society, therefore, designs system to hook them up with almost any person of the opposite sex.
The economics comes in when you consider the time a single busy executive would have to spend to know a stranger referred by a friend or relative.
With time being so scarce this becomes the biggest headache for single people. Your friends have decided to be a free dating service but they usually fail to consider all other factors apart from the fact that you are single.
This makes choosing a spouse among complete strangers difficult and time consuming. The lazy consumer aspect comes into play whereby there is no time to go through background checks, long list of brands among other tedious processes one finally settles for the tried and tested.
That bank of exes, the existing phone book becomes a highly valuable resource. Consider showing some understanding and love to a single person as an initiative to avoid a singletons rebellion.
The writer is the marketing director of SBO Research. firstname.lastname@example.org, Twitter @bngahu
SOURCE: BUSINESS DAILY