Rather than using only shopping profiles to determine what different women buy, when and for what, consider using psychological profiles as well. The concept is innovative, treating shopping like a sociological experiment.
Researchers at the Illinois-based Insights in Marketing gave their version of the Rorschach psychological test to scores of women in order to determine if there were certain principles and values that motivated their behavior and purchase decisions. What they found is that women, across all sorts of demographics, tend to exhibit certain traits according to their personality. In fact, they found, there were five specific types of female personalities and that these personalities exhibit tendencies that are consistent, providing a reliable preview of how different groups of women may respond to advertising and shopping options.
The findings could have a huge impact on marketing, shaping how promotional content is formatted and the methods businesses use to pitch deals and products to certain groups of women. Up until now, businesses have disappointed women with their marketing efforts. Few women claim to be satisfied with the marketing messages and imagery. If the content isn’t stereotypical and focusing on motherhood and domesticity, it is praising a woman for her exterior and little else.
The five personality types discovered will allow businesses to focus on women as motivated personalities looking to appease certain internal cues and standards. Here is the countdown of the personality profiles that emerged from the research, in order of least prevalent to most prevalent.
5. The Experience Junkies
This group of women values real-life interaction and immersion in a variety of experiences. She is less likely to believe the claims of a company over her own senses or her own practical product testing and evaluation. If a product can provide a thrill and introduce her to new enjoyable items, she pleased – even if it means taking a risk and abandoning her old classic products to try a new brand. An estimated 16 percent of women fit this profile.
4. The Stress-Bearers.
These are the women who feel overwhelmed by life. They expect life to be every changing and are suspicious of the illusions of safety. They believe they are their own saviors; they look for messages that reaffirm their strength and endurance so that they can handle their stress with a sense of pride and self-esteem. They are economical spenders who make buying decisions based on what can conserve money and provide the most product or uses. They respond to inspiring advertising that recognizes the multi-tasking women must do and salutes women for being able to handle it. These women make up 17 percent of the female population.
3. The Predictable Ones.
These are the women who buy the same color bra, buy the same brand of pasta and go to the same store for years and years. They are the brand loyalists whose lives are an exercise in ritualistic habit. Finding things (including products and companies) to rely on gives these women a sense of stability and control. In order to be including on her “always-buy” list, brands have to pass certain tests: products must provide more benefits than detriments and consistently be value. If traits of beloved products change too much, these predictable buyers will be turned off. Roughly 20 percent of women fall into this category.
2. Conservative Women
As the name implies, these women are traditional and embrace conservative values. They possess a love for family, religion, rules, customs passed down from generation to generation and time-tested products by brands that have been around for years. Willing to deprive herself for others, this type of woman will purchase things based on whether they will please her spouse, children or other family members. She shops for things that will enable her to create a home that warm and comforting. About 21 percent of women match this profile.
1. Achievement Seekers
The most prevalent type of woman is the woman who is concerned with setting goals and working to achieve them. Twenty-six percent of women fit this category. They have high standards, are insanely busy and have an analytical way of making decisions. Because they are responsible for so much, they are great managers who use to-do lists and pre-planning to make sure things are done – and done well. Since they hold themselves to such high standards and are always trying to improve, they also hold their chosen products to high standards and look for constant innovation.
Download the 26-page “Getting Women to Buy” booklet to find out more information.