Effects Of Women Status On Their Buying Behavior



Introduction


The world economy is a significantly driven by a woman nowadays. Women globally control about $20 worth of annual consumer spending and it is estimated that the figure will increase after 28 million US dollars in the upcoming 5 years. The aggregate meaning of 13 trillion US dollarsis expected to increase to 18 trillion US dollars in the same time period. On an average the woman consumer section represent growth market which is larger in size in comparison to China and India food together (Hirst and Omar, 2007). None of the brands are there for now it is ignoring or underestimating female consumers. Over there are many organisations which do that and even the companies which are you confident about having a winning strategy regarding female customers also subjugate the shopping potential of female customers in comparison to the male customers.


Discussion


The gradual reduction of product secularism is actually accounting for the development of a separate status for the female customers. This is the reason why women are for saving a sense of unique status when they are determining their respective shopping behaviour. We can consider the short-lived effort of a Dell computer in order to market a series of laptops developed especially for women. The company followed the classic Prodigy of making it pink and in 2009 the organisation launched the Della website (İlhan and İşçioğlu, 2015). Online assignment help Perth experts reported the website emphasized on colours as well as computer accessories and specific tip for calorie counting and recipe finding. Nevertheless search effort by other organisations has already set in a trend of status among female customers and a large section of female customers condemned the unanimous categorizing of women with the prospect of adhering them with specific job roles and social aspects. This kind of a campaign created after Road among women who considered the campaign to be slick however disconnecting as well as condescending. There have been very specific responses from women of various domains in regard with this campaign. The female personalities of the blog sphere critically highlighted it to be a very special site for women. On the contrary Austin Modine from The Register clearly reflected that if we thought that computer shopping would be a gender neutral affair then we are obviously struck down by acute case of female hysteria. The New York Times had to say that Dell computers should go back to the school of marketing hard knocks (Thrassou, Kone and Panayidou, 2008). The company was quick to realize its fault and they accepted all comments and criticism cordially to immediately bring about a change in their brand positioning. Therefore the question is why did the organisation did not realize this need before the potentially awkward brand positioning.


Researchers say that majority of the brands do not take into account the differential status of female customers when targeting them as a consumer segment. This is also the reason why majority of the organisations to learn about selling products to the female customers. In 2008 the Boston consulting group conducted a comprehensive study of how women feel about their work and their respective life and how they were being served by organisations. It was reverted that there is a significant room for improvement. There is a significant scope for diversification among the whole female fraternity of consumers (Denniset al., 2010). Majority of women are separated from each other in terms of their buying preferences and brand choices by the purview of their status and exposure to the economy. In this study conducted by the Boston consulting group it was highlighted that more than 12000 female customers from more than 40 countries and difference in income levels and difference in lifestyle because of status had participated. Out of the 1 20 questions asked to them it was evident that female customers differ in their status in terms of education and finance followed by their home and their property as well as their jobs and careers. There is no doubt that activity and interests as well as the relationship status of female customers also differentiate the fraternity of their consumers’ lot. It is important to note that the spending pattern of various categories of goods and services differentiate among female customers on the basis of the status (Hernández, Jiménez and Martín, 2011). There is a slight hint of analogy in terms of brand affinity when it comes to the female only goods. Nevertheless the teaching pattern and the spending habits for products under such categories differentiate on the basis of the status of women. To know more about as brand affinity, contact my assignment help professional of SourceEssay.


Considering the marketing and targeting perspective of different brands, it is important to inform that the female customers feel that they are significant the undeserved. In spite of remarkable tried in market power as well as social causes any that have been accepted by female customers in the last century it is still pertinent that female customers are undervalued as a whole fraternity in the market place and they are underestimated in the workplace as well. Therefore this is aescalating Taboo which has dominated the hue the status of the women fraternity is measured and the way in which they are shopping potential is map by the brand's (Bohl, 2012). Therefore there is no doubt that the brands always come into conflict with the mentality and mindset of the female customers in terms of the marketing strategy and the campaigning ideas that are launched by the company's. Customer has too many demands from their time and the conflicting priorities of human customers constantly change as they want to change their unanimous status. However the level of prioritising is changing according to the financial as well as a social status for women and this is the reason why customers are also exhibiting conflicting priorities between work, family and home. This is the basic reason why their shopping preferences are also very active. Work oriented women have a greater affinity towards shopping brands which projects diverse range of clothes for female customers who belong to the corporate fraternity full staff on the contrary they also have a greater affinity for costly cosmetics from international brands. In the same way cheap assignment help experts identified they have a nice attitude towards purchasing accessories (Kim, Park and Lee, 2013).


On the contrary the home making fraternity of female customers are more concerned with the making small retail purchases of diverse categories ranging from grocery to home decoration and home utilities. These segments of customers are more attracted towards Oriental set of accessories or clothes or makeup. On the contrary family oriented customers have a preference of mixed shopping as they need to keep in mind the shopping preference of all family members. In this case it is difficult to target them as a whole since they do not think with clarity about individual shopping preference and taste and as a search the simple elements like durability or value to money or brand assurance are the elements that can be accounted in this regard.

Assessment of female customers is finding it tough to find a pair of pants for their next corporate meeting. On another segment of for women customers are having it difficult to select the ingredients for a healthy meal for the next day. Nevertheless there are some loopholes of segregating the female fraternity of customers. Women have a propensity of getting a financial advice without feeling patronized. All the female customers’ expenditure towards consumer goods to a great extent the brands do not acknowledge this type illogical difference and behave as such did not want to study the shopping preferences of female. Majority of the brands are still dating with the stereotypes feeling that it might not impact their sales outcome. It is important to take a look at the automotive industry. The brands think that cards are designed for speed and not utility is what is the perception of female customers (Hui and Wan, 2007). This is the reason why no ACB has been developed in order to accommodate a mother who needs to load to small children into it. We can also consider our recent advertisement for the bounty paper towels where a husband and son stand by watching across the room until their mother comes along and cheerful cleans up the mess. This kind of gender stereotyping is not acknowledged by women customers easily nowadays. This is a reason why they are discussed it with this typological indifference (Okekeet al., 2020).

Any of the brands cannot disregard that female customers are gaining influence in the working domain. Hence the typical mindset of marketers to not give preference to the segregation and status based bifurcation in female shopping preferences is actually a strong reflection of the male chauvinism. In spite of the increasing number of female employees in various offices is it is important to note that the greater percentage of managerial positions are still held by the male. This is the reason why the chauvinistic attitude is reflected in the advertisement or promotional or brand launch campaigns of different organisations. It is important to popularize the influence of women in the working women so that they can also inculcate their Idea and opinion in various outward campaigns of organisations which might prioritize the demand and difference in attitude of female customers towards the shopping (Omar and Hirst, 2006). It is strange to note that the number of female customers in the front line working category is almost greater din number of male employees in the same category. For three quarter of the people who recently lost jobs in the current recession of 2008 are men. This is because the male employees have been receiving a greater proportion of wage in comparison to the female employees of the same designation. This is the reason why the underpaid female employees were not largely impact in comparison to the male employees. Female employees are largely attracted to the rules like part time office work. This is the reason why they have been insulated against the crisis. However in spite of the recession average female customers are not only presenting one of the significant market opportunities in our life time but they are gradually becoming an important force in ensuring a recovery and generating new prosperity.However uncover advertisement effects on consumer buying behaviour, contact assignment help services of SourceEssay anytime.


Finding The Opportunities


The story of each person is different. However when the marketers look for a specific pattern in their findings they find six prominent archetypes. These are primarily defined by their income, age, stage of life, fast tracker, pressure cooker, relationship oriented, managing by their own, making their ends meet and fulfilled MT master. Some female customers fall into one type only. The married fast trackers having children for evidence are seemingly at some point or the other in their life falling into the pressure cooker category. In spite of the limitations this kind of segmentation is important in order to inform about the current contemporary status of female customers and development of marketing initiatives complements the current status of. It helps in modifying the marketing and brand offering of the company's. It is important for the brands to initially understand whom they are targeting and what she might be looking for in the marketplace (Lewyckaet al., 2013). Seven the current test area types in the shopping categorization are that women make the decision in purchase of about 94% of home furnishing followed by about 92% of vacations and 60% of automobiles and abruptly 50% of the consumer electronics. However there is a unanimity and general icing attitude of the brand marketers in terms of understanding how they should influence the female shopping in fraternity. They do not take into account their current status. It might be because of their behavioral patterns or their current life occupancy or simply their financial status. This is a diversification that the brands consider for the main shopping customers. It is imperative to note that all brands issued your target female customers considering their current state as to have the maximum affinity for sales conversion. However the six prominent industries which should consider this diversification their greatest interest are Food industry followed by fitness industry as well as beauty and apparel industry.


The next two are financial service industry as well as healthcare industry. As per German assignment help editors team Food is represented in one of the most significant opportunities for female customers.Female customers have the responsibility for the lion's share of shopping for grocery items and ingredients from the market for meal preparation (Barkeret al., 2018). Food is individually considered as one of the most important budget items for consumers which can be adjusted however never eliminated. Nevertheless the budgetary principles depend on the status difference of female customers which is the something not regarded so easily by the brands. How the brands like Whole Foods and Tesco were limited conducted detailed survey in order to list of the favourite grocery stores among women. In this case the first brand succeeded in its insight generation in spite of the high prices by targeting the demanding category. In this case they identified the first crackers who were aggregate in a specific status scenario and the demanded high quality meat and produce along with well informed staff at the front desk. Tesco stores is the other company which conducted this survey and it is pertinent to note that it is a brand of a in one stop shopping solution for huge categories of household items which include books and furniture and financial services and therefore they also have a strong appeal among the time strapped pressure cookers who have a greater affinity towards the convenience days shopping. This is the way in which status different denominators the shopping pattern and priority of the female customers.

The fitness business is also a great deal. In the USA alone, the overall market for diet food category is growing about 69% near over ear rate and the current valuation of these industries about 10 billion US dollars. Whereas, the worldwide market of this product category is overall valued at 20 billion US dollars (Al Riyami, Afifi and Mabry, 2004). The USA health club industry generates about revenue worth $14 billion USD on an annual basis. About two third of the survey respondents demonstrated themselves to be overweight while surveying the typical American issue and the global phenomenon of obesity. It is importance to note that almost all female customers with differential status highlight fitness to be their priority (Prasad and Aryasri, 2011). In reality it tends to take a back seat.

When they were asked about prioritizing the requirement of spouses and children all parents nearly all female customers and their own requirements to be second or third which imply that there have been having trouble in finding the time to work out. Meanwhile assignment help UK opined it is not a pattern of generalization. On the contrary the female customers are caught between conflict of interest between their home making personality and their corporate personality. This is rather a social dilemma which is suppressing the pattern of prioritising needs and products on the basis of their current status given mindsets. It is imperative to note that although the female customers have not showcased their own interests they are latently driven by such a status oriented mindset in determining a lot of product while shopping (Seo,Hathcote and Sweaney, 2001).


The current challenges for the fitness brands targeting the female shoppers are to develop a robust strategy which looks beyond the status differences and make fitness accessible to all female category of customer. in this regard it is important to note that measure ti of the health club are expensive and their design for men to participate (Essoo and Dibb, 2004). This is because the tag of body building has been associated with the male customers in this industry. It is possible that female customers are not interested in pumping themselves up other than reducing a few pounds of weight or improvement of the cardiovascular health. In this way majority of the brands in this industry are losing out on the ever-increasing category of female customers who has the probability of generating as much revenue as the male customers. In this regard it can be clearly articulated that the fitness chain Curves follow the simple concept for cheap as well as fast exercise for female only where there is no frills space adopted for the middle aged clients of average build category (Jeffreys, 2008). Get free assistance to prepare tuition assignments on various marketing topic with a team of professionals of SourceEssay.


Conclusion


The propensity of internet purchasing is also increase even an everyday basis. One of the primary reasons of the increment is the intention of individuals to allocate time effectively for maximizing utility function. In this case utility function is majorly driven by female customers when they have the time and clarity of shopping and the same can you provided by online shopping to a great extent. Therefore the most remarkable manifestation of the difference in priority is because of the difference in status is reverberated in online shopping only. Within this context employed women have the objective of spending less time on work house old shows like shopping in comparison to the category of women who are not active in the labour market. However this is not an emblem of status difference only. The components like education as well as other demographic characteristics should be held constant while determining the status difference among the female customers. for this objective the 2004-2013 houseful information technologies used a survey conducted by the Turkish statistical institute has been used for estimating probability of making online grocery shopping with the two step probit methods. It has been evident that with the entries in education as well as self realization female customers are giving more priority to the difference in their status in order to determine the shopping needs and preferences. Online shopping is also benefiting the need. However the major the clarification of status difference is evident in the urban areas in comparison to the rural areas. It affects shopping categories in all product niches ranging from grocery to accessories and from beauty to wellness.


Reference List


Hirst, A.L.A.N. and Omar, O.E., 2007. Assessing women's apparel shopping behaviour on the internet. The Journal of Retail Marketing Management Research. Hirst, A.L.A.N. and Omar, O.E., 2007. Assessing women's apparel shopping behaviour on the internet. The Journal of Retail Marketing Management Research.

İlhan, B.Y. and İşçioğlu, T.E., 2015. Effect of women’s labor market status on online grocery shopping, the case of Turkey. Eurasian Business Review, 5(2), pp.371-396.

Thrassou, A., Kone, C. and Panayidou, A., 2008. Women’s shopping behaviour and consumer beliefs: The case of Cyprus. The Business Review, 11(2), p.260.

Dennis, C., Morgan, A., Wright, L.T. and Jayawardhena, C., 2010. The influences of social e-shopping in enhancing young women's online shopping behaviour. Journal of customer behaviour, 9(2), pp.151-174.

Hernández, B., Jiménez, J. and Martín, M.J., 2011. Age, gender and income: do they really moderate online shopping behaviour?. Online information review.

Bohl, P., 2012. The effects of store atmosphere on shopping behaviour-A literature review. Corvinus Marketing Tanulmányok, 2012(1).

Thomas, A. and Garland, R., 1993. Supermarket shopping lists: their effect on consumer expenditure. International Journal of Retail & Distribution Management.

Kim, S., Park, J. and Lee, Y., 2013. The E-Word-of-Mouth effect on consumers’ Internet shopping behaviour: focus on apparel products. International Journal of Fashion Design, Technology and Education, 6(3), pp.160-172.

Jain, V., Takayanagi, M. and Malthouse, E.C., 2014. Effects of show windows on female consumers’ shopping behaviour. Journal of Consumer Marketing.

Hui, T.K. and Wan, D., 2007. Factors affecting Internet shopping behaviour in Singapore: gender and educational issues. International journal of consumer studies, 31(3), pp.310-316.

Okeke, T.C., Omodafe, P.U., Ezeh, G.A. and Nwatu, B.C., 2020. Moderating Effect of Career on Women Online Shopping Behaviour in South-South, Nigeria. Archives of Business Review–Vol, 8(5).

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Barker, M., Dombrowski, S.U., Colbourn, T., Fall, C.H., Kriznik, N.M., Lawrence, W.T., Norris, S.A., Ngaiza, G., Patel, D., Skordis-Worrall, J. and Sniehotta, F.F., 2018. Intervention strategies to improve nutrition and health behaviours before conception. The Lancet, 391(10132), pp.1853-1864.

Al Riyami, A., Afifi, M. and Mabry, R.M., 2004. Women's autonomy, education and employment in Oman and their influence on contraceptive use. Reproductive health matters, 12(23), pp.144-154.

Seo, J.I., Hathcote, J.M. and Sweaney, A.L., 2001. Casualwear shopping behaviour of college men in Georgia, USA. Journal of Fashion Marketing and Management: An International Journal.

Jeffreys, S., 2008. Outsourcing women’s subordination: Male buyers in business and leisure prostitution. GEXcel Work in Progress Report Volume V, p.111.

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