Marketing To Women - UK - March 2011
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Consumer behaviour can be complicated and bewildering. What makes women think, feel and reason in a certain way? How do they choose between different product alternatives (eg brands, products and retailers) and equally what influences their purchase decisions (eg culture, family, media)?
Identifying an individual’s personality type makes it easier to understand the underlying behavioural patterns of that individual. A woman may behave differently depending on situations, even though her personality is relatively stable. However, personality traits and characteristics have a strong influence on her behaviour.
Based on a combination of the ’Big 5 personality factors‘ proposed by researchers Costa and McCrae and Raymond Cattell's 16 Personality Factors, Mintel’s research covers the following five core personality traits that are measured in the marketing to women survey.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.