Women as consumer

Vijay Kumar Mishra (98)

Introduction

Women as Consumer

• Different Traits• Marketer need to influence• Society impose certain gender need• West does not compel

Women as Consumer

Women as Decision Maker

Women – dominated purchases

Y – dominated purchases

Food and GroceryKitchen AppliancesChildrenJewelryGeneral appliances.

Marketer Target

Indian

Women Consumer and Her Values

Upbringing and EducationMore importance to family than to herself

Perception Nuances

The biggest question mark-??What actually women see in men Humour Strength Gift of gap Character and MORE!!! Is That Enough??

Transmission and Reception of Communication by Women

Better Articulation

Major Factor-Economy in Purchase

Durability given more importance

Good listener

Good differentiating and concentrating power.

Reuse of Packaging Material..

Attraction towards Re use of Packaging Material.. Conscious about Recycling and reduction of waste.

Women’s attitude towards Advertisements..

Advertisements- Product Information only. Researches- ads have to attract first & inform next.

Ads depicting children attract attention of women.Protective Instincts- “Fear” and “Security”.Ads highlighting Economy and Durability.

Dabur Chyawanprash - Army.mp4

Special Faculties of Women

Women’s Brains are better developed.

Growth is cerebral for women and physical for men.

Special Faculties of Women in the four P’s of marketing:

• Eye for beauty

• Quick Visual Grasp

. Patience

.Eye for Economy

Word of Mouth Meaning

Unpaid form of promotion oral or written in which satisfied customers tell other people how much they like a business, product, service, or event.

Word-of-mouth is one of the most credible forms of advertising because people who don't stand to gain personally by promoting something put their reputations on the line every time they make a recommendation.

These personal recommendations are usually given by “women” to promote a product or service.

Companies depend upon women consumers because it produces good results at a very low cost.

Advantages

• Effectiveness of recommendation.• Cheap method of marketing• Encourages better products and services• Strengthen brand image.

Disadvantages

• Negative feedback• Tracking issue• Limited audience• Spread slowly.

Types of Word of Mouth• PERSONAL Personal communication is conversation

based. It is difficult to ignore and a powerful influencing tool.

• DIGITAL Digital communication can involve

conversations or one way electronic communication. Although less powerful than personal communications, they allow a message to travel quickly over long distances.

• VIRAL ADVERTISING Viral advertising is a method of advertising

which relies on digital transmission, but doesn't necessarily require any first hand brand experience for it to be passed on.

How Does It Works

Fact of Word of Mouth

Implications of Word of Mouth

Beauty Products. Baby care Products. Personal Care Products. Food and Beverages. Hotels and Restaurants. Events and Movies. Automobiles. Mobile Phones.