Recent comments on Retail Wire on women driving decision-making

It’s hard to think of a single category where women are not the principal decision-maker about a purchase, or at least a key determinant. Best Buy, for example, recognizes that more and more tech purchases in its stores (whether big-screen TV’s or computer equipment) are made by or driven by women, and is starting to experiment with store design to help feed this trend. So Tom Peters’s findings are not surprising at all.

In fact, marketers who haven’t already recognized major societal changes need to wake up to the fact that the nuclear family of the 50’s and 60’s no longer exists as the primary definition of a “household” today. As of 2005, the “traditional” family with a man in the workforce and a stay-at-home mom is almost outnumbered by families led by single women…and of course two-income families are the norm today. So any retailer or marketer just coming to terms with the role of the female decision-maker is years behind the times.

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1 Response to “Recent comments on Retail Wire on women driving decision-making”


  1. 1 Mr WordPress February 18, 2009 at 8:24 pm

    Hi, this is a comment.
    To delete a comment, just log in, and view the posts’ comments, there you will have the option to edit or delete them.


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