National Study Ends Debate on Women’s Purchasing Power

In a May 2011 national survey commissioned by WomenCertified and conducted by MedeliaMonitor: The Voice of Women in America found that over 65% of women claim to have the most influence over household and/or consumer purchases. Moreover, women claim that in a joint household, men have the most influence in only 2% of the decisions.

This study confirms what has been demonstrated by a variety of surveys conducted by numerous firms such as the Boston Consulting Group that women are the primary household influencer for household and consumer purchases as well as healthcare decisions. In fact, the percentage of women that state they are the primary influencer for purchases within their household have ranged from over 60% to a high exceeding 80+%. * (*All results have no more than a 5% variance at the 95% confidence level) The fact is: Women are now more important in making purchase decisions than ever before and are in fact, the most important consumer for businesses to target.

According to the survey data (conducted nationally to over 4,000 women aged 25-64); this dominance of household purchase decision carries over to most product categories including:


Product Primary Influencer
Category - % Fem - % Male
• Fashion - 88% - 1%
• Hospital - 60% - 3%
• Physician - 62% -2%
• Banking - 48% -12%
• Travel/vacation - 48%-3%
• Automobiles - 30% -18%
• Electronics - 40% -25%
• Financial Planning - 38%-18%
• Furniture - 63% - 36%

Additionally, in a study conducted by Ogilvy & Mather, one of the largest international advertising and marketing agencies based in New York City, women account for 85% of all consumer purchases. The message is straight forward: Women have become the most important consumer insofar as purchase decisions….and this calls for a very different mode to marketing and targeting the buyer.

Moreover, WomenCertified found in companion research that over 80% of women indicated that a business that was recognized by women for providing excellent consumer satisfaction would influence their choice in making a purchase decision.

Delia Passi, founder of WomenCertified, commented: “Our goal is to help women make smart choices. This survey and many others like it, show that there is a great opportunity for businesses to attract women to their products by providing a great customer experience. Interestingly, in the first gender specific study conducted in conjunction with the University Of Pennsylvania Wharton School Of Business, it was found that women hold higher standards and expectations than men for customer service. The study concludes that by satisfying the needs of women, a business will more than satisfy the needs of men.

About WomenCertified: WomenCertified and its Women Choice Award, is the recognized seal women trust for better service. The Women Choice Award is based on consumer survey results. In addition awarded companies are offered training with resources to help professionals across multiple industries increase sales and satisfaction among both women and men. Focusing on effective communication skills, customer appreciation and enriched customer experience, WomenCertified has trained thousands of sales and professionals in Fortune 500 companies and small businesses alike. Contact Delia Passi at 954-922-0846.

WomenCertified
2029 Taft Street
Hollywood, FL 33020
Genevieve Fabius
954-922-0846
gfabius@medelia.com

This release was published on openPR.