Looking for the person who controls the purchase decisions in a family? Ask if the lady of the household is home.
On average, women control or influence 80% of household purchase decisions, said Mary Brown, president of Imago Creative. That includes 92% of packaged goods buys, 57% of consumer electronics purchases, 75% of household finance decisions and 80% of home improvement items.
Marketers need to understand the differences between the two genders, Brown told an audience at the New England Mail Order Association’s spring conference in Cambridge, MA on Thursday.
For example, women view group interrelationships as communal, and view people and relationships as the most important element of a situation. Men, meanwhile, perceive group interrelationships as hierarchical and value autonomy, independence and accomplishments.
Women thrive on multitasking, she added, while men move through tasks methodically and sequentially.
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