Important Aspects of Marketing to Women - Essay Example

Factors: Many factors have acted as a catalyst for change and these include an increase in the number of women with jobs, a rise in single women and single women with children, and an increase in the number of women entrepreneurs and business owners, and these groups have sufficient disposable income.

Today, women are well-educated, travel, and live alone in new cities, and they form a mobile workforce. Women are active in almost all sectors, such as engineering, manufacturing, construction, hospitality, healthcare, entertainment and TV, and many other sectors. Thus, the earning power of women has increased, and they do not have to depend on their husbands, fathers, brothers, or partners to buy products2.Statistics: In Uthe SA, high net worth women make up 39 percent of the top earners while 2.

5 million women have assets of $ 4.2 trillion. About 43 percent of women in Uthe SA have assets of more than $ 500,000. Estimates until 2020 indicate that women will control and manage about two-thirds of the national wealth and control about $ 40 trillion. Generally, women make 95 percent of the decisions to buy a large number of products, while in groceries; they make 99 percent of the decisions. Estimates indicate that women are the decision makers for 85 percent of all consumer goods, 91% for new homes, 92 percent for vacations, 65 percent for new cars, and 93 percent for pharmaceuticals, beauty products, and personal hygiene items. 

Women also participate in online buying and 22 percent shop online almost daily, and they post reviews about their purchases, post messages on social media, and write to marketing firms about their pleasure or displeasure3.Loyalty: Studies indicate that womens loyalty is less for some types of products such as consumer goods, groceries, and toiletries. They look at several factors such as product quality and price and they would be willing to try new products that are recommended by friends or that cost less, but the products must meet the expected quality requirement.

Celebrity endorsements have limited appeal unless women like the products. Women also tend to be more loyal to the service provider such as the waiter, hairdresser, or shop attendant, and less to the shop or business4.Age groups: Women's customer segments include tweens, teens, young adults, adults, mature, and seniors, and women become active buyers and decision-makers, right from their childhood. Tweens and teens in the age groups of 11-15 are mainly interested in cosmetics, junk jewelry, and apparel, while other age groups are interested in food, electronic items, cars, lifestyle products, and other such items.

Senior groups, made of women in the 50+ age group buy expensive and durable luxury goods5.Advertisement and marketing: The nature of ads and promotions for these age groups depends on the product. Generally, female celebrity endorsements strike a chord. For all other goods, the price, discounts, special offers, quality, and convenience matter. Depending on the background, women look at ads on TV, in newspapers and magazines, in hoardings, and online. Rather than glamour and using beautiful models in the Ads, women like to see the value that they get when they purchase a product.