women in market - behaivor

8/14/2019 Women in Market - Behaivor

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How isthe womens behaivor inmarket?

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Resumeat:http://eduardoguadalupe.blogspot.com Academicformation:MasterinMarketing

Lectures and training areas:Marketing

Sales

Motivation(trabalhos :consultoria,treinamento epalestras)

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Womenarechangingthewaytheworldworks

(job sharing, in-office day care, telecommunicating,

They are humanizing the workplace more thanfeminizin .



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, , .

However, they have two other critical components : happinessand ood enou h often better than erfection

They want:

Harmony and love / relationshipsAmusement/fun

Greatness/meaning/spiritualityEnough

They need the feeling of control they want to be thought ofas com etent ca able and in control of their lives.



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They are also convenience addicts

They are more interested in finances, more willing to

talk about and explore their sexuality, and morecomfortable pursuing indulgence.

28% of women say that they are not at allpicky about brands and that they switchfrequently



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omen o ayAmong the performance standards by which women

are judging prospective mating material are, , , ,

and sex. Provider of security and money has dropped

important status symbols.

Traditionally, women have been in charge at home. And theyoverwhelmingly still run their households:

73% of the cooking70% of the housecleaning67% of the rocer sho in


56% pay most of the bills


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Now, they are also taking charge of their destinies, choosing their

clothes, careers, and lifestyles. They compromise more out of love.

Women are taking control of the money:83% claim that they are assuming more financial responsibility thanbefore.70% swear that they would never let their husbands handle their

joint finances alone.

28% have quit a job or left a stressful situation to regain their footing2 in 5 have pushed for more scheduling flexibility at work1 in 3 has transferred positions12 % have turned down promotions to regain control



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70% of women still consider marry the best arrangement available

4% value their independence so much that they spurn any serious commitment61% who dont have children admit that they often wish that they did

The avera e woman shares her life with 6 close friends

2% have no best friend2 in 5 who call themselves happily married confide secrets to friends that theydo not share with their husbands.83% call themselves spiritual, drawn by the lure of inner peace, less stress,connection with others, and acceptance of death.

44% of women said that looking great all the time is important, compared with68% who felt this way a decade ago.1 in 5 will do almost anything to avoid housecleaning



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Finance The nightmare: a future as a bag lady still haunt 1 in 4 women (even rich ones)85% of women think about money more than about sex.13% of married women have bank accounts about which their husbands knownothing

The average woman got her first credit card at age 25.7 4 months after the

average man did.At 20.6 years of age, the average woman opened her first checking account(versus 19.9 years for men).By 16 years of age, 31% of American women (and 43 % of men) had savingsaccounts in their names.

The average woman bought her first stock, bond, or mutual fund at 29.9 yearso age, years an mon s a er e average man.62% of women usually balance the family checkbook, 58% pay the householdbills, and 44% balance the budget on their own (versus 23% of men)



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Health CareThey live, on average, 7 years longer than men, make at least 75% of allhealth care decisions, and spend 2 of every 3 health care dollars.



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ur os ty:

Dressed to thrill

Love-hate relationship with clothesWomen buy virtually all their own clothes. Perhaps less obviously, they alsobuy most of what their kids wear and 46 % of what their guys wear.Women buy clothes because they enjoy doing so. 4 of 5 say that it makes them

appyShoes are one of the most purchased items on the InternetThe average bra size has gone from a 34B to a 36C in recent years

.During periods of uncertainty, women gravitate to the utterly reliable tried-and-

true uniform jeans, sneakers, and a white shirt

many closet as jeansWhile the average fashion model today is 35 pounds lighter and 4 inches taller


, .


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Why do women who can buy a simple white T-shirt for $12 pay $120 for an

almost identical one? ,spend heavily to inspire confidence in their logo or label.Private-label or store brands now make up 36% of total apparel sales (up from26% from 1998

More women now pride themselves on how little not how much they paid.7 in 10 women say that they only buy clothes on sale. 2 in 3 wait formidseason sales.91% claim that they walk away from those soft as butter Capris if they cant

justify the price. And on the rare occasion that they do pay full price, 9 of 10

women suspect that they have overpaid.Still 37% of women shopping for clothes is often maddening. The averagewomen struggles into 10 pairs of jeans before connecting with the one that fitsbest


Women try on an average of 15 bathing suits before buying one.


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Women are 10% more likely to be persuaded by them than thepopulation overall. Men are 16% less likely to be influenced.Women dont want more information; they want useful informationthat shows them how a product fits into their life and improves it.It didnt need research to know that fit was the single most importantcriterion in picking jeans and that the process often was emotionally

draining.Communicating the product or services benefits as a tool to resolvekey tensions.They want to be connected because they want to be in control totake their worlds with them.



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They may grouse about being the one who has to buy the gifts, but they .Moms want to maximizes that connection and transform kid time from workto fun.

Women, more so than men, like to see people in ads They especially wantto see other women who care confident and naturall beautiful which intodays world means diverse) they want to see real women doing realthings, having emotional, real-life experiences.



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ColorPastries from a pink box taste better than from any other colored boxBlue connotes authority and respectPur le conve s luxur and indul ence

Green and yellow packaging implies freshness

PriceMost prices end with a nine to make shoppers feel that they are getting abargain. On the other hand, prices such as $10 or $100 as higher quality and

classier than if the were offered at 9 99 or 99 99.



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SoundPeo le eat more when fast music la s but the drink and bu morewhen listening to lower-key ballads. The ideal tempo to induce sales: 70to 110 beats per minute.Fashion retailers tend to play music associated with a Saturday night out

to put shoppers in a good mood and to make being in their stores morefun.

LightThe try-on room with softer, flatering lighting to make skin look healthy

and trick mirrors that make the customer look taller and slimmer.Shoe salesman who gets his customer seated has a 20 to 50% greaterlikelihood of making the sale.



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53% of all stocks

o a spor s equ pmen66% of all personal computers and 51% of consumer electronics47% of hardware and home improvement materials

75% of over the counter drugs90% of greeting cards

46% of mens wear60% of flowers

80% of all health care88% of medical insurance60% of self-hel books


women in market - behaivor

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