TITLE

KADIN TÜKETİCİLERE YÖNELİK PAZARLAMA STRATEJİLERİ

AUTHOR(S)
ÖZDEMİR, Erkan; TOKOL, Tuncer
PUB. DATE
June 2008
SOURCE
Anadolu University Journal of Social Sciences;2008, Vol. 8 Issue 2, p57
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Today, greater participation of women in the economic life provides them with "a purchasing power". This power enables them to purchase for themselves and at the same time in the name of their families. In addition to differences in cromozoms, hormons and structure of brain between men and women; women also have different characteristics in attention and focusing, detailed thinking and skills. These differences create diverse consumer behavior in terms of sex, and can be seen in human relations, reactions to the individual and social behaviors, giving importance to the details and extra knowledge, searching perfect solutions, conversation styles and creating relationships. Companies select appropriate target markets for their product and services according to related women consumer markets. Marketing mix strategies for women consumers are different when they are compared with male consumer markets, and are seen strategies such as product positioning, creating brand identity, product innovations, packaging, pricing, distrubition, advertising and personal selling.
ACCESSION #
36364862

 

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