Recent research: mostly women make decisions at the checkout

Women pay attention to brands that communicate with emotions

It is a painful realization for men: today, women are the main decision-makers of the family coffers. According to surveys, women make the decision in 85% of purchases, be it products or services. In the case of finding new homes, for example, they have the final say in 91%, in the category of food and medicine in 93%, in travel in 92%, and even in buying a new car in 65%. Female consumers represent enormous purchasing power and influence, but at the same time, businesses do not pay enough attention to them, according to recent research by the B2W Academy.

The questionnaire answered by 3,273 Hungarian women shows that 91% of women feel that advertisers do not understand them, do not speak to them as they would like. But how can you win over the weaker sex?

“Women want relevant content, real value propositions and attention, whether it’s talking to a salesperson or product development. They pay attention to brands that communicate with emotions, but they immediately spot it if you try to trick them with manipulative marketing.”

– said female marketing expert Éva Pálfi, founder of B2W and B2W marketing instructor at the Metropolitan University.

B2W