Women in Market - Behaivor

How is the women’s behaivor in
market?
First Part
http://eduardoguadalupe.blogspot.com http://casafloripa.blogspot.com
Training
Training
• Prof. : Eduardo Guadalupe (Brazil and Canada)
Prof : Eduardo Guadalupe (Brazil and Canada)
• Contact: edguadalupe@hotmail.com
• Resume at: http://eduardoguadalupe.blogspot.com
• Academic formation : Master in Marketing
• Lectures and training areas :
– Marketingg
– Sales
– Motivation
(trabalhos : consultoria, treinamento e palestras)
Women are changing the way the
world works
They are pushing for alternative work arrangements
(job sharing, in-office day care, telecommunicating,
and flextime);
They are humanizing the workplace more than

feminizing.
g
What Women Want
What Women Want
They want control,
control appreciation or respect
respect, love and meaning
meaning.
However, they have two other critical components : happiness
and good enough (often better than perfection)
They want:
Control
Harmony and love / relationships
Amusement/fun
Respect
Greatness/meaning/spirituality
Enough
They need the feeling of control – they want to be thought of

p , capable,
as competent, p , and in control of their lives.
http://eduardoguadalupe.blogspot.com
http://casafloripa.blogspot.com
Women Today
Women Today
They are also “convenience addicts”
They are more interested in finances, more willing to

talk about and explore their sexuality, and more
comfortable pursuing indulgence.
28% of women say that they are not at all

picky about brands and that they switch
frequently
W
Women Today
T d
Among the performance standards by which women
are judging prospective mating material are
appearance sexuality
appearance, sexuality, and provider of fun
fun, romance
romance,
and sex. Provider of security and money has dropped
way down, although achievement and success are
important status symbols.
Traditionally, women have been “in charge” at home. And they

overwhelmingly still run their households:
76 % do most of the laundry
73% of the cooking
70% of the housecleaning
67%
% of the ggrocery
y shopping
pp g
56% pay most of the bills
Women Today
Women Today
Now, they are also taking charge of their destinies, choosing their
clothes, careers, and lifestyles. They compromise more out of love
and less out of duty
duty.
Women are taking control of the money:

83% claim that they are assuming more financial responsibility than
before.
70% swear that they would never let their husbands handle their
joint finances alone.
28% have quit a job or left a stressful situation to regain their footing
2 in 5 have pushed for more scheduling flexibility at work
1 in 3 has transferred positions
12 % have turned down promotions to regain control
Women Today
Women Today
Relationship
70% of women still consider marry the best arrangement available
4% value their independence so much that they spurn any serious commitment
88% consider their children are their greatest joy
61% who don’t have children admit that they often wish that they did
The average woman shares her life with 6 close friends

2% have no best friend
2 in 5 who call themselves happily married confide secrets to friends that they
do not share with their husbands.
83% call themselves spiritual, drawn by the lure of inner peace, less stress,
connection with others, and acceptance of death.
44% of women said that looking great all the time is important, compared with
68% who felt this way a decade ago.
1 in 5 will do almost anything to avoid housecleaning
Women Today
Women Today
Finance
The nightmare: “a future as a bag lady” still haunt 1 in 4 women (even rich ones)
85% of women think about money more than about sex.
13% of married women have bank accounts about which their husbands know
nothing
The average woman got her first credit card at age 25.7 – 4 months after the
average man did.
At 20.6 years of age, the average woman opened her first checking account
(versus 19.9 years for men).
By 16 years of age, 31% of American women (and 43 % of men) had savings
accounts in their names.
The average woman bought her first stock, bond, or mutual fund at 29.9 years
off age, 2 years and
d 8 months
th after
ft ththe average man.
62% of women usually balance the family checkbook, 58% pay the household
bills, and 44% balance the budget on their own (versus 23% of men)
Women Today
Women Today
Women worry more than men about having debt, so they are less likely to borrow
or to sell equity
q y
“Men want less information, but they are less inclined to stick with the plan. They
switch
it h around
d a llot.
t WWomen wantt more education
d ti andd ttake
k llonger tto make
k a
decision. But they will stick with the plan and remain loyal to you” Lynn Schmidt,
president of Meritus Financial Group
Women Today
Women Today
Health Care
They live, on average, 7 years longer than men, make at least 75% of all
health care decisions, and spend 2 of every 3 health care dollars.
Women Today
Women Today
C i it
Curiosity:
Dressed to thrill
Love-hate relationship with clothes
Women buy virtually all their own clothes. Perhaps less obviously, they also
buy most of what their kids wear and 46 % of what their guys wear.
Women buy clothes because they enjoy doing so. 4 of 5 say that it makes them
happy
Shoes are one of the most purchased items on the Internet
The average bra size has gone from a 34B to a 36C in recent years
7 fo 10 Americans pick jeans as their first choice for casual wear
wear.
During periods of uncertainty, women gravitate to the utterly reliable tried-and-
true uniform – jeans, sneakers, and a white shirt
The little black dress first popularized by designer Coco Chanel in 1926 is in as
many closet as jeans
While the average fashion model today is 35 pounds lighter and 4 inches taller
than the average woman,
woman larger models are showing up more and more more.
Women Today
Women Today
Marketing
Why do women who can buy a simple white T-shirt for $12 pay $120 for an
almost identical one?
Marketers know that it can instill a feeling of power in the wearer
wearer, so they
spend heavily to inspire confidence in their logo or label.
Private-label or store brands now make up 36% of total apparel sales (up from
26% from 1998)
More women now pride themselves on how little not how much they paid.
7 in 10 women say that they only buy clothes on sale. 2 in 3 wait for
midseason sales.
91% claim that they walk away from those soft as butter Capris if they can’t
justify the price. And on the rare occasion that they do pay full price, 9 of 10
women suspect that they have overpaid.
Still 37% of women shopping for clothes is often maddening. The average
women struggles into 10 pairs of jeans before connecting with the one that fits
best
Women try on an average of 15 bathing suits before buying one.
Women Today
Women Today
Women are 10% more likely to be persuaded by them than the
population overall. Men are 16% less likely to be influenced.
Women don’t want more information; theyy want useful information
that shows them how a product fits into their life and improves it.
It didn’t need research to know that fit was the single most important
criterion in picking jeans and that the process often was emotionally
draining.
Communicating the product or service’s benefits “as a tool to resolve
key tensions”.
They want to be connected because they want to be in control “to “
take their worlds with them”.
Women Today
Women Today
They may grouse about being the one who has to buy the gifts, but they
secretly like the power it gives them in deciding which relationships to feed
feed.
Moms want to maximizes that connection and transform “kid time” from work
to fun.
“Women, more so than men, like to see people in ads” – They especially want
to see other women who care confident and naturallyy beautiful (which
( in
today´s world means diverse) “ they want to see real women doing real
things, having emotional, real-life experiences”.
Women Today
Women Today
Color
Pastries from a pink box taste better than from any other colored box
Blue connotes authority and respect
Purple
p conveys y luxuryy and indulgence
g
Green and yellow packaging implies freshness
Price
Most prices end with a nine to make shoppers feel that they are getting a
bargain. On the other hand, prices such as $10 or $100 as higher quality and
classier than if theyy were offered at $
$9,99
, or $99,99.
$ ,
Women Today
Women Today
Sound
People
p eat more when fast music p plays,
y , but they
y drink and buy
y more
when listening to lower-key ballads. The ideal tempo to induce sales: 70
to 110 beats per minute.
Fashion retailers tend to p
play
y music associated with a Saturdayy night
g out
to put shoppers in a good mood and to make being in their stores more
fun.
Light
The try-on room with softer, flatering lighting to make skin look healthy
and “trick” mirrors that make the customer look taller and slimmer.
Shoe salesman who gets his customer seated has a 20 to 50% greater
likelihood of making the sale.
Women Today
Women Today
Women buy:
53% of all stocks

51% off allll sports
t equipment
i t
66% of all personal computers and 51% of consumer electronics
47% of hardware and home improvement materials
85% of groceries
75% of over the counter drugs
90% of greeting cards
94% of all home furnishings
46% of men’s wear
60% of flowers
65% of all cars
80% of all health care
88% of medical insurance
60% of self-help p books

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How is the women’s behaivor in

They are humanizing the workplace more than

They need the feeling of control – they want to be thought of

They are more interested in finances, more willing to

28% of women say that they are not at all

Traditionally, women have been “in charge” at home. And they

Women are taking control of the money:

The average woman shares her life with 6 close friends

53% of all stocks

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