Survey: Women seek value, connection

Minneapolis -- Female consumers are looking for value and deeper connections, according to results of the fifth annual “What Women Want” survey. The study, conducted by Ginger Consulting, indicates that women are responsible for or influence $7 trillion of annual purchases in the U.S., including 85% of all consumer and business purchases and 60% of automobile purchases,

Specifically, the survey shows that 36% of women hunt for value in every purchase they make and use social media for personal reasons, but not for checking in at stores or restaurants (71% do not like to use social media this way). Forty-six percent of women want to take frequent vacations.

"It's less about experiencing the thrill that comes from extreme couponing," said Beth Perro-Jarvis, principal, Ginger Consulting. "Instead women have been trained by retailers never to buy at full price. Retailers need to learn from J.C. Penney's mistake and give her a discount, a coupon, a value."

 

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