understand the women you target Believe it or not, research shows that women make the purchase decision for 94% of home furnishings, 92% of vacations, 91% of homes, 60% of automobiles, 51% of consumer electronics, and much more. Women are the most important gender in the marketing equation, most of the time. That said, it […]

understand the women you target Believe it or not, research shows that women make the purchase decision for 94% of home furnishings, 92% of vacations, 91% of homes, 60% of automobiles, 51% of consumer electronics, and much more. Women are the most important gender in the marketing equation, most of the time. That said, it is obvious that to target women as a homogeneous segment would be foolhardy. A study reported in the Harvard Business Review, identified six female consumer segments: Fast Tracker 24% of the population and 34% of earned income The educated economic elite seeking adventure and learning Pressure Cooker 22% of the population and 23% of earned income Married with children and feeling ignored and stereotyped Relationship Focused 16% of the population and 13% of earned income Content and optimistic, with ample time and discretionary income Managing on Her Own 10% of the population and 16% of…