Why Women Shop

By Kelly Honeybrook

I recently read a book titled “Why Women Shop” by Minahan and Beverland. An appropriate topic as companies and businesses race to snag the female market. It is common knowledge that women are a formidable force in purchasing products not only for themselves, but also on behalf of their family. The old worn stereotype of the naïve and gullible female shopper just doesn’t wash anymore.

I think women have always been knowledgeable and astute shoppers. Today, however, women are independent shoppers, making decision on major purchases without a male insight (except for the sales assistant of course). Women are the major decision makers when it comes to running the home. They decide if they get a gardener, cleaner, or nanny to make their home run more smoothly or mothers decide on what tutor, school or music teacher their children need. Yet why do advertisers still miss the mark?

There is a very recent television commercial from a major car dealer. The advertisement is aimed at the female market and two young females can be seen shopping for a car. One girl chooses a car by selecting it off the rack, as she would if she was selecting some piece of clothing. She takes her ‘car’ to the change room and emerges later driving her car of choice. She finally asks the salesman if the car comes in the colour red. Is this just cute or degrading?

The book, “Why Women Shop”, interestingly divided the female market into 5 types of shoppers. Can you see yourself here?

• The Lone Browser – she can wander around for hours, soaking up the latest trends
• Ms Grab and Go – time poor, quick and targeted in her purchasing
• The Retail Therapy Seeker – seeking company and purchases to fulfil her inner needs (or just needs to take time out from the kids, I think!)
• The Girl’s Day Out shopper – shops in packs, is happy and relaxed, wears sensible shoes and carries numerous bags
• The Hunter – alert, serious and focused on finding a bargain

While this goes some way to providing descriptors for the varying female market, there is still some need to address the generational and lifestyle differences of female shoppers. We are all persuaded differently and have different experiences depending our expectations and needs at the time. If there was an easy answer to the question of why women shop, or why anyone shops, then the art of attracting customers would be simple.

By Kelly Honeybrook - Director - Home Buddies - Find local services for parents & homeowners. Find a Nanny, Landscaper, Handyman, Cleaner, Plumber, Electrician and more - Authorised background checking service.

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