Better Understanding and Selling to Women : A Recommendation for Marketers and Advertisers
Mustonen, Tenley M.
MetadataShow full item record
Marketers want to know what influences consumers to buy. Previous literature shows that a person’s gender strongly influences consumer decisions. Furthermore, research indicates that it is in a marketer’s best interest to appeal to a female consumer base, since women today influence a majority of what marketers and advertisers are selling. The purpose of the present literature review is to contextualize what marketing strategies should be used today by marketers and advertisers in order to better appeal and sell to women, a majority who work and have a greater ability to provide for themselves financially. Recommendations for future marketing and advertising strategies will be proposed and discussed in order to better sell to women. We suggest that marketers and advertisers appeal to women’s family and work life balance, working women and delaying family life, and female brand loyalty.