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Prof Priya Sean

Prof Priya Sean

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Published by ajishdileep

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Published by: ajishdileep on Sep 15, 2010
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09/15/2010

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 for which categories of product a company should target women? why?what are thefeatures in consumer durable & non durable category that are likely to influencedecision-making by women?."Jockettes," young women who embody active lifestyles and participate in sports, arethe most common female segment that makes up over 25 percent. Girls are alsocategorized as "in-style socialites," "most likely to succeed," "style meets thrift" and"traditionalists."³Brand marketers that target teens have so many variables to consider, including their interests, brand loyalties, shopping behaviors and Internet usage,´ said Don Damore,CEO of ASL, in a statement. ³This segmentation breaks down not only what teens areinterested in, but where and how they shop, and how they respond to direct mail, digitaladvertising and in-store marketing. It also shows how teens use different forms of traditional and new media.´The segmentation data found that gender influences teen buying habits. Fourteenpercent of both male and female teens shop online, but are more likely to make in-storepurchases. Despite increases in teen Internet usage, most still rate traditional media²TV, radio and magazines²as their most trusted sources of information; however, onlinesources did dominate some male segments.Non Durable Consumer Goods:Goods have a very short life span and are perishable in nature are called non-durablegoods.
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OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOMen tend to see life as a series of contests they must conquer to maintain personalstatus. When a man sees a beer commercial he thinks, ³How can I achieve thatlifestyle?´ A woman who sees the same commercial thinks something completelydifferent. Men are also likely to think in a linear manner and validate themselves thoughtheir accomplishments, while women are likely to validate themselves through their relationships.Men and women differ in just about every way including their buying behavior. Womendo have a greater affinity for what we think of as shopping ² walking at a relaxed pacethrough stores, examining merchandise, comparing products and prices, interacting withsales staff, asking questions, trying things on, reading labels and ultimately, makingpurchases. Even when shopping for mundane everyday necessities, even when the
 
shopping experience brings no particular pleasure, women tend to do it in a thoughtful,agreeable manner. Women take pride in their ability to shop prudently and well. Whatmakes women such heroic shoppers? According to a study conducted by Britishpsychologist David Lewis, ³nature-over-nurture´ advocates make out that the prehistoricrole of women as homebound gatherers of roots, nuts and berries, rather than roaminghunters of game, prove a biological predisposition towards skillful shopping.For many women, there are psychological and emotional aspects of shopping that areabsent in men. Women tend to evaluate the pros and cons of every purchase. Menspend less time looking. It¶s difficult to get them to look at anything they hadn¶t intendedto buy. They usually don¶t ask questions such as where things are. They shop tocomplete a mission, so to speak.When shopping online, however, it¶s a different scenario. Women now comprise 63% of all online buyers, according to Tiffany Bass Bukow, founder of MsMoney.com. Mentypically use the Internet for entertainment, whereas women use it to save time. Today¶swoman is time-starved and must assume the roles of mother, business executive and³household CEO,´ while still making time for themselves. Netsmart¶s survey of 1,000 UShouseholds found most women rely on the Internet to save time, simplify their lives, andhelp them make smarter decisions. Online shopping accommodates those needs. Whenshopping online, women look for a relationship in addition to convenience. Womenenjoy websites where they can browse, chat, ask questions and feel a sense ocommunity. Women are more likely to provide personal information online if, in return,they feel it will build a relationship. For example, Land¶s End¶s site enables ³registered´shoppers to exchange ideas and build relationships with each other. They offer four-hour response on customer service inquiries and a virtual model where customers canactually pick their body type to see how clothing might look on them. Repeat visits andcustomer loyalty are encouraged through these devices. Bottom line, the Internet hasempowered women. As a group, they¶re more demanding shoppers and seek moreinformation and advice than their male counterparts. So the most important aspect of pleasing a woman online is to develop a site where they can build relationships and feel

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