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Have you seen Easy Ways To Make Marketing Pay?

This is the marketing playbook that will help keep your business at the top of every customer's mind - and wallet - and help you increase Profits, Customer Satisfaction, Customer Retention, Customer Loyalty and Word-of-Mouth Advocacy, both online and offline.

Get it on Amazon (Kindle/Print)
 

What women want... From their buying decisions

While women are universally edging out the men in most shopping categories, not all female 'chief shoppers' are equally powerful, according to a while paper published by marketing communications firm Vertis Communications.

The white paper, entitled 'Power 2 The Women 2.0', examines the current buying power of female consumers, and explores the similarities and differences in the shopping behaviours of Generation X, Generation Y, and Baby Boomer women, as well as the media channels that most influence their buying decisions.

The study found that women now wield formidable purchasing power, controlling approximately US$5 trillion in spending annually and, while they share in the ownership of many retail and marketing channels, they differ in how they interact with and respond to those channels.

Key findings from the research included:

"These findings are significant for marketers who are trying to tap into the buying power of women, because they shine a light on how females are taking over the primary purchasing decisions for items typically handled by male shoppers and reveal important differences between generations that are often overlooked," concluded Janet Tonner, director of research and analytics for Vertis. "As marketers continue their shift to use the newest technologies, it's important to remember that Baby Boomer women are the most open to new opportunities, they have money to spend, and they have more time to spend it. Marketers who want to remain competitive in this environment must take these generational differences into account."

Also included in the white paper were a number of findings from the Research Institute on Social Change (RISC), Vertis' annual study tracking consumer attitudes, which revealed that significant generational differences exist in attitudes among female consumers. For example, as Gen X women struggle to balance employment, parenting and caring for aging parents, they are likely to be resistant to change. Their need for stability, however, should not be equated with brand loyalty. For these women, a desire for flexibility and convenience from service providers and products is acute. In contrast to Gen X, Boomer women are more open to change and welcome new opportunities.


Sources: Vertis Communications /
The Marketing Factbook.
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    Categorised as:

  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen Easy Ways To Make Marketing Pay?

This is the marketing playbook that will help keep your business at the top of every customer's mind - and wallet - and help you increase Profits, Customer Satisfaction, Customer Retention, Customer Loyalty and Word-of-Mouth Advocacy, both online and offline.

This 120+ page report distils a whole spectrum of marketing best practices, do's and don'ts, practical how-to's, research and wisdom from respected global marketing veterans, explaining both emerging and established marketing techniques, technologies, strategies and practices, and providing you with the data you need to support the best decisions for your new, more profitable, more engaging marketing strategy.

In this comprehensive report you'll find all the information and support you need to build and improve a profitable, effective Marketing Strategy that covers all aspects of your business and customer base.

It also highlights all the hard facts, practical know-how and trends drawn by our experts from the global Marketing Factbook's vast database of market data, studies, research and white papers, and presents you with an invaluable library of ideas and practical support you can call upon at will.

This is no average 'state of play' report; it's the only 'Fact Book' that helps you implement and manage meaningful and profitable change, and help you grow your bottom line despite a slowing economy.

You'll gain a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profit-generating marketing strategy.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark