How and Why Do Women Buy?

Here are the key points:

  1. Women’s Buying Habits: Women tend to prioritize practical, emotional, and relational factors when making purchasing decisions. They value beauty, simplicity, and practicality, and they also seek to connect with products that fit their lives and needs. For example, the woman in the cell phone scenario chose a phone based on color, which may seem trivial, but it made her feel that it was the right choice for her.
  2. Relationship-Oriented Buying: Women’s decisions are often influenced by relationships—whether they can relate to the product or whether it aligns with their personal life. They also value the opinions of “mavens” or trusted advisors, and this can influence their buying choices. They prefer products that simplify their busy lives, especially if they can rely on guarantees and clear information.
  3. Women as Key Decision-Makers: With women influencing or making more than 80% of purchasing decisions, they are a critical market segment across various industries. However, many businesses misunderstand how to effectively market to women, often alienating them with strategies that work better for male consumers, such as competitive or status-driven messaging.
  4. Patience and Understanding: Women, especially those with families or demanding jobs, often prefer marketers to take a patient, helpful approach. They may require more time to make decisions and tend to ask more questions, as they prioritize trust and the quality of the relationship over speed.
  5. The Lipitor Ad Debate: Barletta and Quinlan offer contrasting views on a Lipitor ad. Barletta finds it off-putting because it shows a woman falling, which she feels is uncomfortable for female viewers. On the other hand, Quinlan views it as a break from stereotypes and a way to connect with women by showing older women in a humorous, non-sentimental light. This difference underscores how women’s responses to advertising can vary, and marketers need to be sensitive to these nuances.
  6. Marketing Strategies: Both authors emphasize that women do not just want better products—they often go out of their way to find the perfect product. For example, Barletta discusses how women will search longer for the right solution, unlike men, who are more likely to settle for a “good enough” product. This insight is important for marketers to understand, as it suggests that providing detailed, helpful information and a tailored customer experience can lead to greater satisfaction.

 

In conclusion, while both Barletta and Quinlan agree on many points about women’s purchasing behavior, they differ in their perspectives on certain marketing tactics and strategies. Barletta’s insights seem to be more broadly applicable, offering a deeper understanding of how to market to women across various industries, while Quinlan’s focus is more on her direct research and interviews with women to guide marketing decisions.