Education Is A Key Indicator of Women's Attitudes and Behavior
Women's education level is often a key indicator for behaviors such as shopping habits and media use, as well as attitudes and beliefs, according to Simmons Market Research Bureau. Simmons identifies four segments of the women's market according to education level: Non-participators, who have less than a high school diploma and make up 35% of the female population age 18 and older; Ruralites, who have a high school education and make up 22%; Involved Grads, who have some college education or a college degree and make up 27%; and Western Educated, who have more than a college education and make up 16%.
While the segments are identified by education level, there are also geographic factors: for example, non-participators are most likely to live in the South (41% do so), while Western Educated women, as their name implies, tend to live in the Western states (30% do so). Key characteristics and behavior of the segments are identified below.
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Publication information: Article title: Education Is A Key Indicator of Women's Attitudes and Behavior. Contributors: Not available. Magazine title: Marketing to Women: Addressing Women and Women's Sensibilities. Volume: 14. Issue: 10 Publication date: October 2001. Page number: 6. © 2009 EPM Communications, Inc. COPYRIGHT 2001 Gale Group.
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