How Women Buy: The Spiral Path

How Women BuyWomen make purchase decisions a bit differently than men, in that they take a more meandering approach (instinctively, don’t we all know this?). But most brands don’t research how women buy differently than men before setting about creating a new product, marketing campaign or sales initiative.

Gender culture affects a woman during every moment of her life. What you, the marketer, care about, though, are the moments when she is thinking about your product­, or your competitor’s product (heaven forbid). These are the consumer behavior moments you are trying to influence.

I simplify the consumer’s purchase process into five stages,

  1. Activation
  2. Nomination
  3. Investigation and Decision
  4. Retention
  5. Recommendation

And here’s how that process looks for both men and women:

How Women Buy: The Spiral Path

How Women Buy: The Spiral Path

As the Spiral Path graphic illustrates, from start to finish, women and men seek, search and research differently. Women have a more complex and detailed decision-making process when making a purchase. They tend to advance toward a decision in a series of cycles, often looping back to an earlier stage of the process as they reconsider previous decision factors and integrate new information, seeking the Perfect Answer.

So for the woman consumer, the group that makes 85% of all consumer purchases in the United States, how are you supporting her buying path?

This entry was posted in Differences between women and men, How women buy, Marketing to Women, Spiral Buying Path, Women as customers and tagged on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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