6-15 Jenny Darroch of the Drucker School of Management focuses much of her research on how to market to women. She believes that around 85 percent of all family household purchases occur as a result of a decision made by a woman. The other major consideration is the growth of demographic data and how it is being used to target women as decision makers. Darroch is firmly of the opinion that marketers need to consider whether gender plays a role in a purchasing decision.188 The motivation behind a potential purchase may be entirely gender-driven. A potential automobile purchase might mean that a man is more interested in style and performance while a woman is more concerned with practicalities such as space, affordability, and fuel consumption.
What marketing advice would you suggest when targeting female customers?