Consumer Behavior: Women and Shopping
What does shopping mean to American women? This question is the focus of our book. We profi le the American woman and examine how life has changed since her grandmother was young. Women have many choices about when and where to shop; thus retailers need to understand her needs and wants to attra...
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| Tác giả chính: | , |
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
| Thông tin xuất bản: |
Business Expert Press
2012
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| Chủ đề: | |
| Truy cập trực tuyến: | http://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/31629 |
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| Tóm tắt: | What does shopping mean to American women? This question is the
focus of our book. We profi le the American woman and examine how
life has changed since her grandmother was young. Women have many
choices about when and where to shop; thus retailers need to understand
her needs and wants to attract and maintain her business.
We provide a brief history of retailing in the United States to show
how the retail industry has changed as women’s lives have changed. Malls
have contributed to the development of contemporary society, particularly
as a site for relaxation and social connections outside of the home.
We examine shopping as a life skill and a craft that is taught, both indirectly
and deliberately by parents, particularly mothers.
Our research identifi ed fi ve distinct types of shoppers. Most women
tended toward or were clearly identifi able as one of these fi ve types. We
delve into each shopping typology and discuss the underlying motivations
for the shopping behavior in each group. We discuss identity and
creativity, power and independence, seeking solitude, emotional release,
and companionship as motivations for shopping and what these mean to
the retailer.
Some women love and others loathe shopping. Our goal in this book
is to alert retailers, merchandisers, property developers, and manufacturers
about the major dos and don’ts to appeal to women. Retail is detail
and it is easy to get the simple elements wrong, leading to unhappy customers.
For example, we analyze what women want from retail sales staff
and explore the customer and sales assistant relationship and its importance
to women.
Will shopping remain a female activity or will a new gender balance
develop? What are the two consumers segments that present huge opportunities
to the retail industry? Insights to these questions are provided in
the last chapter. |
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