The Marketing Corner: Do Women Put The ‘P’ in Purchase?

It has been a widely known fact that women make the majority of purchase decisions within households.

This holds true across all ethnic groups. Plus, they will buy with more frequency than their male counterpart.

There are many product categories, and consumer packaged goods is a good example, where African-American and Hispanic women are the primary decision-makers compared to their Asian and Caucasian counterparts who may seek or want a joint purchase decision. However, there seems to be one category where all women seek out and want men to make the decision—automobile purchases.

In the not so distant past, men were believed to be more media and tech savvy than women. Although women may not be early in adoption, they are definitely heavy users of established media and technology. Ethnic women are heavy smartphone users when compared to Caucasian women. Smartphones have allowed ethnic women, in particular African-Americans and Hispanic, a low-cost entry to search the web, talk, indulge in social media, text, and engage in a host of other formats. While television is still the primarily place where Caucasian, African-American, and Hispanic women get their information, Asian women tend to prefer the internet as their primary sources.

Small business owners should keep women and their consumption patterns in mind. These consumers, regardless of ethnic group, tend to be price sensitive.

Another key influence is value. Value will be a key factor for African American and Hispanic women compared to promotions for Caucasians and Asians. Be sure that your business has products readily available. These women are mothers and full-time workers who are juggling many daily tasks. Hence, ease and convenience also are valuable commodities to women.

Additionally, women are also influenced by brands they are familiar with and trust. As one can see, women have many influences to buy. One thing is for sure, women will most likely be the decision-maker and the purchaser at the register.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and soon to be published author of “Elements of Buying: A How To Advertising Reference Guide for Business Owners.” Adele was recently listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising. Contact: lassere@bellsouth.net