Female persuasion

Zid, Linda Abu-Shalback
July 2004
Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p6
This article discusses studies that have shown efforts by researchers to understand the effect of different forms of advertising on women's purchasing behavior. In a study by Vertis, 85 percent of women indicated that they personally conduct 60 percent or more of the household grocery shopping. About 71 percent of those female chief grocery shoppers who read advertising inserts make lists and plan their grocery shopping trips based on items they see advertised in inserts or circulars. Other research focuses on the purchasing trends of single women, in particular. Mediamark Research found that about 2.6 million single women are in the 25- to 44-year-old age group with incomes of $30,000-$59,000. Single women also bought 21 percent of all new homes in 2003, according to the National Association of Realtors, making them the second-largest group of home buyers behind married couples. A Nielsen/NetRatings and Washington post.com report indicates that 60 percent of women that use the Internet at work feel there is not enough time in the day for personal activities and issues, compared to just 48 percent of their male counterparts. Mothers, in particular, are also finding the Internet to be a useful tool for shopping decisions. A study released by America Online shows that 80 percent of mothers in the U.S. who are online use the Internet to do chores and other activities, helping them save time every week.


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