In this chapter we explore and explain the primary attitudes and characteristics that all women possess. These are the fundamentals that underpin women’s key brand choice and purchasing behaviors.Women’s six primary characteristics are described in detail with examples of howthey affect their purchasing behavior.We then go on to identify the marketing consequences of these behaviors and illustrate ways to maximize marketing impact with women.
KeywordsAsian Woman Secondary Characteristic Masculine Trait Emotional Empathy Brand Relationship
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