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Women’s primary characteristics

  • Iain Ellwood
  • Sheila Shekar

Abstract

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.

Keywords

Asian Woman Secondary Characteristic Masculine Trait Emotional Empathy Brand Relationship 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Iain Ellwood and Sheila Shekar 2008

Authors and Affiliations

  • Iain Ellwood
  • Sheila Shekar

There are no affiliations available

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