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Why marketer should More Focus on Women .
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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.