Who would have thought that Women would be a driving force in the market? Well, according to the article in Business Week titled “I am Woman, Hear Me Shop” women have emerged as a potent force in the market. The article states that although women make less money than their counterparts--78 cents for every dollar a man gets, they have a much higher influence because they make 80% of all buying decisions in the home. This is causing marketers to change the way they market their products to women. Many are switching from TV ads to women's magazines and spots on TV shows like Oprah and Extreme Makeover: Home Edition. And companies like Home Depot are now beginning to target women by offering classes that teach them how to do home repairs.
I think it is a smart move for companies to gear their advertising more toward women, especially since women are becoming key-players in the professional world today. (Although it will probably take more effort on behalf of companies to try to figure out what women want!)