Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Final Word: Decision Makers in Key Purchases and What's Important in Shopping Choices

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Final Word: Decision Makers in Key Purchases and What's Important in Shopping Choices

Article excerpt

In U.S. households, women and men share the decision making for purchases in most categories, including insurance, family finances, and personal electronics, according to Nielsen. This means advertisers need to appeal to both men and women since relatively few decisions are made solo. In fact, health/beauty products and childcare are the only areas where women are the sole decision makers.

Women want quality products that provide good value. Age also affects purchasing habits. Women in their 20s and 30s are the most impulsive shoppers, and are more likely than older women to try new products. They place a high priority on seeking deals and will often travel to different stores in order to get the lowest price.

Women in their 40s and 50s are driven by sales and promotions. Women over age 60 are more likely than younger women to write a shopping list, stick with what works, and to shop out of habit.

Brand Influences

While value continues to reign as the primary purchasing influences there are variations, according to product category, according to the NPD Group.

When shopping for toys, women search for products that feature their children's favorite characters. When purchasing apparel, they stick with brands they have had success with in the past.

Both men and women say that the most important factor in their consumer electronics choices is buying the same brand as products they already own; women also think it's important the product works with what they already own. Men are more likely than women to care about the product's popularity. [Consumer Spending & Attitudes]

TOP FACTORS IN WOMEN'S SHOPPING DECISIONS, 2011

CONSUMER ELECTRONICS

1. Is brand currently owns

2. Works well with current products

3. Has desired features, benefits

4. Is growing in popularity

5. Offers real solutions

APPAREL

1. Is brand they have had success with

2. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.