Her Bed Post: Selling to women

Motivating factors

While purchasing decisions ostensibly may seem straightforward, those made by women often are driven by profound psychological factors and behaviors. To understand those subconscious drivers, Insights in Marketing, a Chicago-based marketing research firm, developed five female behavioral insight profiles to help retailers comprehend the motivations behind women’s buying habits. The FBI profiles were featured in the October issue of Quirk’s Magazine. 

Profile 1—success driven (26%). Fueled by the need for achievement and recognition, these women need “tangible evidence of their hard work,” such as an impressive title or fancy house. “Anything that sets them apart from the crowd is their social currency,” the report reads. Interestingly, 57% are mothers.

Profile 2—family oriented (21%). These women center their lives around their families and inner circles. Their first obligation is to home and family, to the point of being self-sacrificing—77% spend money on others before themselves.

Profile 3—purposeful (20%). While these women may be considered rigid and inflexible, they control all aspects of their lives to maintain order and minimize stress. Nine out of 10 say they have a belief system that makes sense of their lives.

Profile 4—self-reliant (17%). For these women, there are no dependable safety nets except themselves. Understandably, they often feel overwhelmed—in fact, 83% say they struggle to keep their heads above water, and 71% feel stressed and rushed.

Profile 5—experience junkie (16%). These women are fearless and seek out new adventures. Nearly 80% say doing new things is extremely important. They aren’t afraid to go against the grain.

For more, access this, www.insightsinmarketing.com.

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