Better Understanding and Selling to Women: A Recommendation for Marketers and Advertisers

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Authors
Mustonen, Tenley M.
Issue Date
2017
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Presentation
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en_US
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Abstract
Marketers want to know what influences consumers to buy. Research shows that gender affects consumer decisions. Furthermore, it has been indicated that marketers should appeal to a female consumer base, since women today influence a majority of what marketers and advertisers are selling. The present study contextualizes marketing strategies that should be used today in order to better appeal and 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.
Description
1 broadside. 48"W x 36"H
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Kalamazoo, Mich. : Kalamazoo College
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U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
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