MARKETING STRATEGIES FOR WOMEN CONSUMERS

Erkan Ozdemir and Tuncer Tokol ()
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Tuncer Tokol: Uludag University

Anadolu University Journal of Social Sciences, 2008, vol. 8, issue 2, pages 57-80

Abstract: Today, greater participation of women in the economic life provides them with “a purchasing powerâ€. This power enables them to purchase for themselves and at the same time in the name of their families. In addition to differences in cromozoms, hormons and structureof brain between men and women; women also have different characteristics in attention and focusing, detailed thinking and skills. These differences create diverse consumer behavior in terms of sex, and can be seen in human relations, reactions to the individual and social behaviors, giving importance to the details and extra knowledge, searching perfect solutions, conversation styles and creating relationships. Companies select appropriate target markets for their product and services according to related women consumer markets. Marketing mix strategies for women consumers are different when they are compared with male consumer markets, and are seen strategies such as product positioning, creating brand identity, product innovations, packaging, pricing, distrubition, advertising and personal selling.

Keywords: Gender; woman; marketing to women; marketing mix; marketing strategies (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2008

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