Marketers and market strategists Bonnie Ulman and Sal Kibler worked with LiveWire Research to conduct “qualitative and quantitative research” on 1,000 American women from a wide variety of financial, cultural and generational demographics. They turn the resulting data into a new and intriguing overview of US female consumers and their heartfelt, guiding concerns about fiscal health in a post-recession economy. Women today distrust pretty much every vendor. Companies must court them repeatedly and offer clear rewards for their patronage, no matter how short-term. Though this readable treatise is short, the authors provide a surprising amount of workable advice and explain startling, functional concepts that merchants will find well worth heeding. The more-clichéd ideas stand in stark contrast to the substantive insights the authors garner from their survey results and their professional experience in the field. getAbstract recommends this thoughtful analysis to brand managers, advertisers and marketers, and to the consultants who sell them strategy.
In this summary, you will learn
- How US women consumers changed their spending patterns in response to the 2008 recession,
- How marketers and brand managers should react to female consumers’ new habits, and
- How to create and retain brand loyalty among newly suspicious, fickle female customers.
About the Authors
Bonnie Ulman, co-author of Trillion-Dollar Moms, is president of The Haystack Group, a marketing firm. Sal Kibler founded and runs Whole Brain Solutions.