Buyer Behaviour
appeals. More so, retired wives respond differently from other home-makers even though they are also non-employed. It also found that employed wives views value for money, interest rate of loan and monthly payment more important than non-working women. However the latter considered length of warranty and special rebate offer to be of greater importance than employed women. European Business ASAP (Jan,1997 v37 p54) Working women are the heaviest listeners to Radio and magazines tend to be more important in their lifestyles. Harvard Business Review (1978). Distribution decisions Working women are least likely to enjoy any grocery shopping however they do shop in more than one grocery shop. It can be recommended that a secondary shopping outlet be situated near workplaces. Home deliveries could be successful as this would make them a prime target for home shopping services. Positioning Therefore marketers will need to position their products differently in the market so they can target both groups of women who have different wants and needs. BIBLIOGRAPHY Books Wolfe, D.M. ¡®Power and Authority In the Family.¡¯ In Dorwin Catwright, ed., Studies in Social Power (Ann Arbor: University of Michigan, 1959), P.109 Engel, J.E., Kollat, D.T,. Blackwell, R.D. ¡®Consumer Behaviour.¡¯ Pub-Holt, Reinhart and Winston, Inc. (1968,) Runyon, K.E. ¡®Consumer Behaviour and the Practice of Marketing.¡¯ 2nd edition. Pub-A. Bell and Howell Company (Northern Arizona University) (1980). Adcock, D., Bradfield, R., Halborg, A., Ross, R., ¡®Marketing Principles and Practice.¡¯ Pub-Pitman Publishing (1993). Journals ¡°What Every Marketer Should Know About Women.¡± Harvard Business Review 56, 3 (1978): 73-85 European Business ASAP (Jan,1997 v37 p54) European Business ASAP, (September,19,1991 p5) Spiro, R.L ¡°Persuasion in Family Decision Making.¡± Journal of Consumer Research 9, 4 (1983): 393 ¨C 402 Bellante, D., and Foster, A.C. ¡°Working Wives and Expenditures on Services.¡± Journal of Consumer Research 11 (1984): 700-707 Bartos, R. ¡°The Moving target: The impact of Women¡¯s Employment on Consumer Behaviour.¡± Journal of Marketing 41, 3 (1977): 31-37. Internet WWW.Mintel.com - Women 2000, ¡®Women and Shopping: The Role Of Convenience.¡¯ (11/01/99) WWW.Mintel.com ¨C Women and Finance (27/10/99) WWW.Emerald.com. Bartos, R. ¡°The Moving target: The impact of Women¡¯s Employment on Consumer Behaviour.¡± Journal of Marketing 41, 3 (1977): 31-37.