• Hell hath no fury than a woman scorned - Old Saying.
Introduction:
Logically, women should constitute 50% of the population all over the world. It remains that women form a large percentage of the market for any product or service. Not only that, for most products of everyday use, women are the deciders. Even for products like automobiles, women influence the ultimate decision because of the styling aspect. The only area where women played no role in the past was in industrial products. Even in this area, women are moving in slowly and steadily.
Emotionality:
Unlike men, women are more emotional in buying products, especially in those cases where their beauty or vanity is involved. They are more prepared to experiment with new products or brands.
Characteristics of Women:
Higher Expectations - Women have much higher expectation than men.
Unforgiving - Women are also very unforgiving and revengeful.
Risk Averse - If a product or service fails to keep a promise, they will never use it again. Women are more risk averse, which is a contradiction to their basic curious and experimental nature
Patience and ability to handle multiple tasks - Women are generally very good at handling multiple tasks. They can cook, look after the children, teach them at home and also work in an office or factory. Women have more patience than men. This is the reason that in the Nursing profession they are preferred. Women are more careful about maintenance. They like to keep everything neat and clean. Women are also very careful drivers and take practically no risk.
Jealous - Many ads for products like shaving gel or shaving cream, razor blades, underwear etc., aimed at males, feature beautiful and sexy women. I do not understand as to what they are doing, being there. Women often buy those products for their men. However, if there is an element of crude sex or vulgarity in the message or features a female star or a model their men like, the average women will not respond. Women are jealous of other women, especially if they are beautiful and sexy. However, if it features a male model or actor they like, they will buy. They like subtle messages.
Capricious and Selfish - Finally, women are very capricious and more selfish than men. Their survival instincts are very high. 'What is in it for me' is very important to women.
Summary & Conclusion:
Marketing to men and women is different. The situation today is that more and more women are becoming the decision makers, irrespective of the nature of the product. Women, generally, prefer honesty, integrity and ethical behavior. Women are more difficult to please. Women are very difficult to understand. People often say that even God does not understand the behavior of women, though he created them. Any marketing person, who does not take women very seriously, will be making the biggest mistake of his or her life.
© Copyright, Written on August 26, 2008. Without prejudice. All rights reserved
Marketing to Women - To learn more about this author, visit Madhavan T Gopalachary's Website.
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Madhavan T Gopalachary
(Visit Madhavan's Website)
Madhavan Gopalachary, nick name "madgopes"
(g pronounced as in go) given by IIT
classmates, is a Mechanical Engineer and
an alumnus of Indian Institute of
Technology, Madras having passed out
specializing in IC Engines &
Thermodynamics.
He has nearly 35 years of experience in
the Corporate World. He started off as a
trainee and handled sales, marketing,
manufacturing, product management, profit
center management, strategic planning and
corporate development including R & D in
various organizations and at various
levels before becoming a CEO. His last two
professional assignments were at CEO level
before embarking to start management
consultancy business on January 01, 1998.
He has worked for British, Swedish MNCs as
well as very large Indian business houses.
He has spent a large portion of his time
from June 1998 till date in East African
Countries practicing as an independent
Management Consultant.
More details can be obtained at the
following web sites:
mmg.name
/mtg.html;
mmgconsu
lting.biz/
Madhavan's articles can be accessed at www.madgopes.com
.
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