How is the women’s behaivor in  market?

First Part

Training  Training
• Prof : Eduardo Guadalupe (Brazil and Canada) Prof. : Eduardo Guadalupe (Brazil and Canada) • Contact: • Resume at:
• Academic formation : Master in Marketing • Lectures and training  areas : 
– Marketing g – Sales – Motivation (trabalhos : consultoria, treinamento e palestras)

Women are changing the way the  world works
They are pushing for alternative work arrangements (job sharing, in-office day care, telecommunicating, and flextime);

They are humanizing the workplace more than feminizing. g

What Women Want What Women Want
They want control, appreciation or respect love and meaning control respect, meaning. However, they have two other critical components : happiness and good enough (often better than perfection) They want:
Control Harmony and love / relationships Amusement/fun Respect Greatness/meaning/spirituality Enough

They need the feeling of control – they want to be thought of p , p , as competent, capable, and in control of their lives.

Women Today Women Today
They are also “convenience addicts”

They are more interested in finances, more willing to talk about and explore their sexuality, and more comfortable pursuing indulgence. 28% of women say that they are not at all picky about brands and that they switch frequently

Women Today W T d
Among the performance standards by which women are judging prospective mating material are appearance, sexuality, appearance sexuality and provider of fun romance fun, romance, and sex. Provider of security and money has dropped way down, although achievement and success are important status symbols.
Traditionally, women have been “in charge” at home. And they overwhelmingly still run their households: 76 % do most of the laundry 73% of the cooking 70% of the housecleaning 67% of the g % grocery shopping y pp g 56% pay most of the bills

Women Today Women Today
Now, they are also taking charge of their destinies, choosing their clothes, careers, and lifestyles. They compromise more out of love and less out of duty duty.

Women are taking control of the money: 83% claim that they are assuming more financial responsibility than before. 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 footing 2 in 5 have pushed for more scheduling flexibility at work 1 in 3 has transferred positions 12 % have turned down promotions to regain control

Women Today Women Today
70% of women still consider marry the best arrangement available 4% value their independence so much that they spurn any serious commitment 88% consider their children are their greatest joy 61% who don’t have children admit that they often wish that they did The average woman shares her life with 6 close friends 2% have no best friend 2 in 5 who call themselves happily married confide secrets to friends that they do 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 with 68% who felt this way a decade ago. 1 in 5 will do almost anything to avoid housecleaning

Women Today Women Today
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 know nothing 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 savings accounts in their names. The average woman bought her first stock, bond, or mutual fund at 29.9 years of age, 2 years and 8 months after th average man. f d th ft the 62% of women usually balance the family checkbook, 58% pay the household bills, and 44% balance the budget on their own (versus 23% of men)

Women Today Women Today
Women worry more than men about having debt, so they are less likely to borrow or to sell equity q y

“Men want less information, but they are less inclined to stick with the plan. They switch around a l t W it h d lot. Women want more education and t k l t d ti d take longer t make a to k decision. But they will stick with the plan and remain loyal to you” Lynn Schmidt, president of Meritus Financial Group

Women Today Women Today
Health Care
They live, on average, 7 years longer than men, make at least 75% of all health care decisions, and spend 2 of every 3 health care dollars.

Women Today Women Today
Curiosity: C i it
Dressed to thrill Love-hate relationship with clothes Women buy virtually all their own clothes. Perhaps less obviously, they also buy 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 happy Shoes are one of the most purchased items on the Internet The average bra size has gone from a 34B to a 36C in recent years 7 fo 10 Americans pick jeans as their first choice for casual wear wear. During periods of uncertainty, women gravitate to the utterly reliable tried-andtrue uniform – jeans, sneakers, and a white shirt The little black dress first popularized by designer Coco Chanel in 1926 is in as many closet as jeans While the average fashion model today is 35 pounds lighter and 4 inches taller than the average woman, larger models are showing up more and more woman more.

Women Today Women Today
Why do women who can buy a simple white T-shirt for $12 pay $120 for an almost identical one? Marketers know that it can instill a feeling of power in the wearer so they wearer, spend heavily to inspire confidence in their logo or label. Private-label or store brands now make up 36% of total apparel sales (up from 26% 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 for midseason sales. 91% claim that they walk away from those soft as butter Capris if they can’t 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 average women struggles into 10 pairs of jeans before connecting with the one that fits best Women try on an average of 15 bathing suits before buying one.

Women Today Women Today
Women are 10% more likely to be persuaded by them than the population overall. Men are 16% less likely to be influenced. Women don’t want more information; they want useful information y that shows them how a product fits into their life and improves it. It didn’t need research to know that fit was the single most important criterion in picking jeans and that the process often was emotionally draining. Communicating the product or service’s benefits “as a tool to resolve key tensions”. They want to be connected because they want to be in control “ “to take their worlds with them”.

Women Today Women Today
They may grouse about being the one who has to buy the gifts, but they secretly like the power it gives them in deciding which relationships to feed feed. Moms want to maximizes that connection and transform “kid time” from work to fun.

“Women, more so than men, like to see people in ads” – They especially want y ( to see other women who care confident and naturally beautiful (which in today´s world means diverse) “ they want to see real women doing real things, having emotional, real-life experiences”.

Women Today Women Today
Pastries from a pink box taste better than from any other colored box Blue connotes authority and respect Purple conveys luxury and indulgence p y y g Green and yellow packaging implies freshness

Most prices end with a nine to make shoppers feel that they are getting a bargain. On the other hand, prices such as $10 or $100 as higher quality and classier than if they were offered at $ , or $99,99. y $9,99 $ ,

Women Today Women Today
People eat more when fast music plays, but they drink and buy more p p y , y y when listening to lower-key ballads. The ideal tempo to induce sales: 70 to 110 beats per minute. Fashion retailers tend to play music associated with a Saturday night out p y y g to put shoppers in a good mood and to make being in their stores more fun.

The 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% greater likelihood of making the sale.

Women Today Women Today
Women buy:
53% of all stocks 51% of all sports equipment f ll t i t 66% of all personal computers and 51% of consumer electronics 47% of hardware and home improvement materials 85% of groceries 75% of over the counter drugs 90% of greeting cards 94% of all home furnishings 46% of men’s wear 60% of flowers 65% of all cars 80% of all health care 88% of medical insurance p 60% of self-help books

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