What Makes Women Buy
What Makes Women Buy
If you do not consider women in your your marketing, you would be blowing away most of your potential sales! What Makes Women Buy is definitely not a book just for women. It is for everyone seriously involved in business and marketing!
Whatever you are selling, from a bar of soap to a limousine, chances are today's new woman is in the picture. Either she buys the product herself or she influences the person who does.
When it comes to men's clothing, for instance, a Roper survey showed that women influence 70 per cent of men's clothing purchases. In the office-equipment field it is often necessary for a salesman to spend as much time selling the secretary as the boss.
Independent surveys and auto manufacturers both have reported that women influence, at least partially, 75 to 80 per cent of car purchases. And, of course, in their own domain as family purchasing agent for food, beauty aids, drugs, fashions, and the home itself as likely as not, women reign as queens of the family exchequer.
Looking ahead to more and more women working at jobs outside the home, and realizing that they are rapidly invading traditional male areas, it is not unrealistic to assume that their influence soon will be felt on an even wider variety of products, even in industrial purchasing.
Today's women drive a hard bargain. And with the wealth and opportunity to buy, their ideas, whims, habits, fancies, eccentricities, and intuitions take on new importance to anyone selling to them.
When manufacturing a product for today's women, when selling to them person to person, when buying goods for women, and when writing or evaluating advertising for magazines, newspapers, radio, or television that is directed at women, the job can be done more precisely, more effectively, if the appeal is right.
The person who really understands what makes the new women of today tickand buy can give a product a competitive edge with them by knowing how to design and sell products, guide a sales organization, and write advertising copy directly to the point, with less guessing . . . less hunching . . . less spending.
What Makes Women Buy charts this selling course in detail. It discusses the influences, the problems, the desires of today's women. It shows how they think, how their attitudes are changingwhat they want from your product, what will interest and appeal to them and why.
It collects between covers much of the authoritative material on American women today, from a variety of sourcesmagazine and newspaper surveys, readership reports, current magazine articles, market and business reports, motivation surveys and reports.
It covers up-to-date points of view in psychology, anthropology, sociology, American history, marketing, and advertisingas they pertain to today's new women.
But most important What Makes Women Buy is designed to be a practical handbook for all men and women who have women customersadvertisers, manufacturers, copywriters, salesmen, buyers, designers, editors, retailers.
At the end of each chapter, specific Feminine Guideposts put the information into easy-to-use form. All the material has been translated into practical selling toolstools that will work for you, and help you to promote more successful sales to today's women.
And although American women today are infinitely more complex than their forebears ever were, these guide-posts point out the way to tap this enormous, lucrative feminine market without so much of the guesswork used in the pastby showing what it actually takes to put women in the buying frame of mind.
The following chapters analyze and describe women today their emotions, their needs, their desiresand their buying habits. This book does not deal with minor individual differences, nor does it attempt to discover an average woman.
Rather, the method employed is based on a fundamental principle in modern psychology and sociology: while there is no average woman or man, some groups are more similar than they are dissimilar.
The search has been for those similarities in the attitudes and interests of American women that must be understood and evaluated by anyone selling to them today. This characterization of the American women of today does not add up to a nice neat picture. It sometimes seems inconsistent and even contradictory.
For just as in each individual some parts of the personality are not in harmony with others, so in the composite American woman there are forces that work at cross purposes.
This look at women is primarily for its value in selling.
It is not meant to be a study in contrast between male and female. When differences have been pointed out, it is for the purpose of understanding feminine traitsand feminine traits only. So in many cases, things said about women and the factors influencing them might just as well be said of men.
But these things are brought out strongly, for they are important factors in why women buy. In considering the economic and social status of women, the emphasis has been on the broad, new middle class.
While almost all women can be included in a great many of the conclusions, the special problems of the very low and very high income groups have not been explored deeply. The middle group makes up by far the greatest percentage of the population.
For class status is determined by values and attitudes, as well as income. What money is spent for is as important as how much is earned. This broad, new group has also been emphasized because of its great discretionary buying power. It buys the overwhelming percentage of major household appliances, furniture, housewares, automobiles, clothes, food, and drugs produced each year.
In order to make this a practical, usable handbook, it has been necessary to generalize and editorialize from facts and observations from many sources.
To students and teachers of psychology, sociology, and other related subjects, who are interested in details and minor deviations, it may seem that some points are greatly oversimplified.
But to business and sales people, the information here may serve as a guide to deeper understanding of today's new women and their reactions.
You don't get too far into the working and planning of a book before you realize that authorship is not a one-person enterprise, that it takes the interest, help, and cooperation of many people with varied talents.
J. L. W.
Section 1 INFLUENCES ON TODAY'S WOMEN
Chapter 1 SIX MAJOR CHANGES OF PRESENT-DAY LIVING 3
Roles of men and women no longer so different. Greater economic and personal freedom for women. The term "housewife" no longer carries prestige. Individual households are self-contained. Women's expectations are unrealistic. Urban-rural ideas penetrating every area of living.
Chapter 2 FOUR NEW THINKING PATTERNS OF TODAY 31
Broader outlook due to travel and communication. Psychology influencing ideas and actions. Family and childrenthe prime considerations. Religious awareness growing.
Chapter 3 FOUR IMPORTANT RESULTS OF THE AMERICAN HERITAGE 45
American women have high status. Women share the "great American dream of success." Today's women are moving away from excessive Puritan austerity. Today's women want newness within the bounds of conformity.
Section 2 WHY WOMEN THINK THE WAY THEY DO
Chapter 4 SEVEN IMPORTANT PHYSICAL FACTORS 61
Women's reproductive system and sexual characteristics lead to unique feminine emotions. Size and muscular power affect attitudes and thought patterns. Bone and body proportions help determine extent of activities. Five senses extremely acutecreate special sensitivities. Brain power equal to men's although each sex shows special aptitudes. Bodily mechanisms and nervous systems are responsible in part for high-key emotions. Longer life expectancy and greater resistance to disease are lessening idea of women as "weaker sex."
Chapter 5 FIVE BASIC MENTAL CHARACTERISTICS 81
Today's women have an inward turn of mind. Identify themselves with the world around them. Create imaginative worlds. Look at the world personally. Are highly intuitive.
Chapter 6 TWELVE FUNDAMENTAL ATTITUDES AND ACTIONS 98
Women have great compassion and loyalty. Dislike being misled or fooled. Don't like being pushed into things or shown in an unflattering light. Are more interested in people than in things. Want to participate in an idea or situation. Are greatly concerned with what others think of them. Have tangible, not abstract, wants. Women are natural rivalswant individuality. Observe the small details. Do not change their minds often. Have a different sense of humor than men. Have a strong tendency toward irrational beliefs.
Section 3 WHAT DO WOMEN REALLY WANT?
Chapter 7 TODAY'S WOMEN'S NEEDS AND DESIRES 123
Women feel an increasing desire for securityespecially in the social sense. They feel a strong need for social contact and esteem from others. The need for self-esteem is a powerful force in every aspect of their lives. Women feel a great desire for romantic love. Maternal love is strong and intense, but enlightened. Enjoyment and convenience are forceful desires today. Women feel a strong desire for newness and variety in their daily lives. Ambitions for achievement and accomplishment have certain limits. Women have little need for dominance and shy away from direct competition.
Chapter 8 TODAY'S WOMEN'S NATURAL INTERESTS AND ENTHUSIASMS 152 Today's women have an absorbing fnterest in home and family relationships and activities. Top interest in food is related to practical problems and special emotional considerations. Home decorating is a high natural interest with creative satisfaction and social value. Interest in personal appearance is characterized by a desire for realness and immediate results. Interest in clothes is highly emotional and personal. To the natural interest in good physical health is added a concern with mental well-being. Individual spare-time interests reflect concern with own personalities and the romantic. Women show a growing enthusiasm for color in every aspect of their lives.
Chapter 9 TODAY'S WOMEN'S CULTIVATED INTERESTS 188
Cleanliness and order have received great emphasis, but are connected with many negative feelings. Community life, society, and political activities score moderately with women. Interest in the "cultural" side of life is growing. Though not naturally inclined toward travel, women's interest is greatly increasing. Women's interest in two new areas of their livesbusiness and automobiles stems from necessity. Interest in sports and mechanical objects is low but can be cultivated.
Section 4 WHAT PUTS WOMEN IN THE BUYING FRAME OF MIND?
Chapter 10 TODAY'S WOMEN'S PATTERNS OF LIVING AND SHOPPING 209 Women's daily routine has many new variations. Their shopping customs have changed radically in the past decade. Buying patterns show how women plan their purchases. Spending and saving habits of today's women are unique to these times.
Chapter 11 HOW TO COMMUNICATE WITH TODAY'S WOMEN
IN WORDS AND PICTURES 245
English language in general has no sex differences, yet women speak a special vocabulary. New meanings and usages are constantly entering language. Words have positive and negative personalities to women. Visual techniques can increase the power of words to women. Superabundance of words and pictures makes fresh, nonstereotyped ideas imperative. Sensitivity and tone of approach vital in communicating with women.
Chapter 12 HOW TO TALK TO FIVE IMPORTANT GROUPS OF WOMEN 263 Adolescent problems and needs make girls thirteen to twenty a unique buying group. Housewives form a tremendous buying group whose problems center on and evolve from home and family. Working wives and mothers face problems of a double job. Women without men face problems of living alone and supporting themselves. Mature women find time on their hands and the problems of growing old.