What Sways Women's Buying Decisions
What most influences women's buying decisions? Ads? Celebrities? A mention in the media? Family and friends prove the most significant shopping influencers, finds a survey by Ketchum.
Ninety-one percent of women surveyed say friends and family give "very" or "somewhat" credible information in advising them on buying decisions for consumer-packaged goods, consumer electronics or food. This finding can prove critical to marketers eager to determine what influences women ages 25-54, who are the key decision-makers in the family, despite being pressed for time.
Before women go shopping, they go "CROPingSM," looking for CRedible OPinions. They trim research time by consulting a few close friends and family members, as well as experts, local news and magazines. These people offer CRedible OPinions by validating research and helping to determine buying decisions.
For "multi-mindingSM" women - those who mentally juggle an array of work, home and self-care matters - the ability to use CROPing to inform buying decisions enables them to save precious time while researching their purchases, something most women do prior to buying.
Who's Who Among Women 25-54: A Segmentation
The survey explored different lifestyle or life-stage segments and revealed segmentation among the whole of women 25-54 into these five different groups:
Indie Idle-timers: These women tend to be older, not working, with free time and may be a little lonely. They are not influential, nor are they interested in trends and trying new things.
Satisfied Swayers: They are content with their lives and very influential. This group has some stressors but seems to know how to manage them so their lives don't feel so chaotic.
Maxed-out Moms: They are very stressed out with an overwhelming to-do list. They have no free time, and because they are spending a lot of time taking care of others, caring for themselves has taken a backseat.
Unfazed But Confuseds: This group is not interested in trends or trying new things and hasn't caught on to using today's technology. Though they don't seem bothered by being out of touch, they don't make an effort to change it - they don't research products, resulting in a frustrating shopping experience. Not surprisingly, they are the least influential.
Certain and Seeking Susans: While these women are confident and career-oriented, they want more from life. They are the most eager to try new things and be on board with fashion trends but keeping up with the Joneses may add to their stress.
For more information about Ketchum�s latest survey and to learn how Women 25to54 can help your company reach this crucial demographic group, please contact Kelley Skoloda, Partner and Director of the Ketchum Global Brand Marketing Practice, at kelley.skoloda@ketchum.com
