Don't Think Pink: What Really Makes Women Buy – and How to Increase Your Share of This Crucial Market
AMACOM/American Management Association; 1st edition | ISBN: 081440815X | 224 pages | June 2004 | PDF | 6 Mb
With women heading some 40% of households in America, making 85% of consumer buying decisions and running 40% of all companies in the U.S., according to the authors, it makes sense that marketers would want to appeal to this huge audience. However, Johnson and Learned, cofounders of the consulting firm ReachWomen, believe that too many companies either don't cater to women or repeatedly send misleading messages. Marketers need to understand the customers, get their feedback and focus on the context of the product. For example, some products should be given out in a doctor's office while other items should be sent to the consumer. It's also important to understand the difference between generations.