Women are Shoppers of Habit

Ref: Toronto Star, Living, 22 August 2007 According to research released in August 2007 by USA’s AMP Agency, women are creatures of habit when they go shopping. The way they shop is as Gen X shoppers will stay with them for the rest of their lives. In the USA 92% of all adult women and 96% of mothers are in charge of family purchases. When you consider that retailing in the USA is worth $500 billion in sales each year, it is worth getting to know your customer. The report divides female shoppers into four groups: Group One – Content Responsibilities They know what they like and don’t like They are not trendsetters Responsible for their money Look on shopping as a chore and not entertainment Group Two – Natural Hybrids Comfortable with safe purchases, but have wild splurges Happy to let friends try new products first They are not too trendy Group Three – Social Catalysts Social, smart and trendy Night on the town is money well spent Social shoppers Enjoy searching for a good deal They want the latest and greatest Group Four – Cultural Artists Extremely influential Impulsive and adventurous Constantly hunting Spread the word about new products and services Impulsive and the emotional brain rules