Why Market To Women And How Should You Do It?
Even if the decision to buy appears to rest elsewhere, women frequently have a major influence on whether or not the sale is made. Its easy to consider the car industry as predominantly male-driven. The majority of salespersons, journalists and mechanics are male, and published statistics of new car sales are weighted toward men.
For example, in 2002, almost 850,000 new cars were sold in Australia, according to the Federal Chamber of Automotive Industries. It is estimated that sole female car purchases represent between 20 and 48 percent of this figure, but female influence on those same purchases is around 70-80 percent.
This takes us back to the basic marketing concept of remembering that the decision-maker is not always the person who pays the bill, a rule frequently forgotten by administrators of hotel loyalty cards who do not allow points to be collected by guests if the bill is being sent back to the company.
Another area often considered to be a male dominion is that of technology. Looking at DVD sales, for instance, we find that in 2002, only a third of women claimed to be their family’s...
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