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BizReport : Research : August 21, 2007
Survey: Women are drawn to similar products throughout their lives
Targeting women may be simpler than originally thought. According to a new survey from AMP Agency women don't change their shopping habit or what they are searching for as they move to different stages in their lives.
Anastasia Toomey, VP Insights, AMP Agency said, "Understanding these mind-sets can help brands improve upon existing relationship and start new ones with female shoppers."
Researchers found that shopping, for women, is almost a part of their DNA. However, there are still factors to take into account when targeting women. The most important thing to consider is the type of shopper the woman is. According to the report there are four basic types of female shoppers - the Content Responsibles (CR), the Natural Hybrids (NH), the Social Catalysts (SC) and the Cultural Artists (CA).
The CR type is a prudent shopper who is practical and loyal. NH shoppers are confident, balanced and classic while the SC shoppers are smart and trendy and the CA shoppers are impulsive and adventurous.
Social Catalyst shoppers spend the most ($153 billion annually), Natural Hybrids are next, spending about $133 billion. Next are Content Responsibles, spending roughly $70 billion and finally the Cultural Artists who spend about $62 billion.
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