HDTV or diamond ring? Women’s consumption challenge
marketers
Seminar date 2008-06-05
Course FEKK01 Business Administration, bachelor thesis15 credits
Authors Isabel Bengtsson & Ebba Hultengren
Advisors Björn Carlsson & Roland Knutsson
Key words woman, advertising, CEproducts, consumer behavior,
consumption and marketing.
Question at issue How can advertising of traditionally manly products be
changed to better attract women?
Purpose By analyzing what has been written about other markets and
existing theories we seek to find instruments witch companies
selling traditional manly products can use in their advertising
to attract women buyers. We also want to give emphasis to
the women’s potent buying force in her own right and
encourage further research in the subject.
Methodology The study consists of a literature study, comprising 9 articles,
which are analyzed by a qualitative method.
Conclusions Women’s consumer purchase decision process tend to differ
from the man’s process which has led us to see that the
advertising targeted to her must change. Instead of using
advertising that very clearly states that it targets women
companies should use advertising in a way that makes women
feel more included. Women seek much information and
advice before a purchase decision; therefore companies
should strive to become the one the woman turns to during
the process. Women are foremost attracted to advertisements
that show the products functions and it is not until later in
her purchase decision process that she seeks technical
specifications. Since women are holistic shoppers it is very
important that the company’s marketing mix is unified. It
becomes extremely ...