Battle of the Sexes
December 25, 2008
"Men never look at the instruction leaflet and have the most problems when assembling our furniture because they think they can do it without help," Petra Hesser told the DPA news agency in an interview.
Women, on the other hand, study the instructions and are methodical when it comes to getting the job done.
"A woman will neatly lay out all the screws while a man will throw them in a pile. Something always goes missing."
About 70 percent of the Swedish retailer's customers are women, said Hesser.
"We also know that important decisions are made together. Men have to come along to finalize a big purchase," she added.
However, it is not men who make the ultimate decision. "If a woman is against buying an item, then that puts an end to the matter."