Deals with shopping behavior of women and how they are different from men

1. Marketing to women

2. Why do we need to study
Behaviour?
Because no longer can we take the
customer/consumer for granted.

3. Failure rates of new products
introduced
• Out of 11000 new products introduced by 77
companies, only 56% are present 5 years
later.
• Only 8% of new product concepts offered by
112 leading companies reached the market.
Out of that 83% failed to meet marketing
objectives.

4. Can Marketing be standardised?
No.
Because cross - cultural styles, habits,
tastes, prevents such standardisation.

5. Unless Managements act
The more successful a firm has been
in the past, the more likely is it to fail
in the future.

6. Why?
Because people tend to repeat
behaviour for which they have been
rewarded.

7. Buyer’s Decision Process
• Problem Recognition
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Consumption
• Postpurchase behaviour

8. Buying Roles
• Initiator
• Influencer
• Decider
• Buyer
• User

9. To start with
• Women purchase or influence the purchase of
80% of all consumer goods and influence 80% of
all healthcare decisions.
• “Women are involved in 89% of all consumer
electronics purchasing decisions and accounted
for more than $55 billion in revenue in 2003”.
• over 75% of women surveyed complained about
being “ignored, patronised, or
offended by salespeople when shopping for
electronics.

10. Some other facts
– Since 2003 women have been in the majority of
shoppers online and women over 55 have
increased their spending online by 129% in the
last few years.
– The Wall Street Journal reports that women buy
61% of major home fix-up products accounting for
more than 80% or $70 billion worth of home
improvement products
– The NFL (National Football League) says that more
than 80% of their products are sold to women and
that a full 40% of their fanbase are female.

11. It doesn’t end here
• NASCAR statistics are similar with women making up
an estimated 40% of NASCAR’s 75,000,000 strong
fanbase (and, predictably, spending millions over the
course of a season). Likewise 25% (6.9 million) of
American golfers are women according to the National
Golf Foundation.
• In dual income families, 30% of working women out-
earn their husbands. in three decades men’s median
income has barely budged, while women’s has soared
63%. The number of women earning $100,000 or more
has tripled in the last 10 years, and 43% of people with
assets in excess of half a million dollars are women

12. The difference
MEN WOMEN
pay less attention to people than to the “people powered” preferring to connect
goods or services desired with others.
men operate best solo women prefer groups
For men individuality, freedom, Women see themselves as part of an
autonomy, and independence are valued ensemble group. They think ‘we’ not ‘me’
Men are individualistic in nature Women see themselves as parts of a
community first and then individuals.
men are driven by envy women are driven by empathy
Men want to be admired women want to be appreciated

13. Methods and pitfalls
• They are no niche segment but the primary focus.
• The idea of the “hard sell” should be disposed
• product evangelisation can be a vital part
• They are highly value orientated and will pay to get
exactly what they want
• Men take purchase decisions based on price and
availabillity
• Women tend to value exhaustive information about
the product.
• Women look for products designed with them in mind.

14. In a marketplace
• Women need to feel they’re being talked to
not talked at.
• They appreciate value for money and the
advice of their friends
• Selling to women is more about having a
conversation

15. Mistakes
• Women are the primary consumers in the
marketplace
• make no presuppositions based on gender.
• neglect of the internet
• women value the chance to browse and be
entertained over anything else when
purchasing or being exposed to a campaign.