Target Marketing - Women

According to Kleppner's, women comprise 51.4% of the U.S. population and purchase or influence 85% of all products. Per a Harris Interactive Study, women control 75% of the household finances and 80% purchasing decisions. Unlike the former years where the men were the breadwinners and dictated how and where the money would be spent the women in the family have finally found their voice. They have cracked the glass ceiling and are making higher salaries and can decide how they want to spend their money. The women are the ones that shop for groceries and clothes for the family the majority of the time so I think the advertisers target them more. Men are more likely to already know what they want before they go shopping. They go into the store, get what they want and leave usually without buying anything else but what they went for. Women on the other hand browse the mall. A big "sale" sign will bring us into your store every time and more than likely we will walk out with a armful of bags of items that we don't need and will probably return just because we saw the store was having a sale.

Have you ever noticed that when a couple goes shopping that usually the woman has worn the man out with shopping that he is sitting on the bench, with the bags, outside of the store while the woman is shopping.

business.com - Guide to marketing to women by Matt Alderton