Consumer Behavior

Chapter 7

Implications and Conclusions

This book has reviewed current understanding and presented research findings of the shopping interests, preferences, and motivations of the single most powerful consumer in the world. As discussed in Chapter 1, women are expected to contribute $28 trillion to retail spending by 2014. For the retail industry, an understanding of women, their motivations and preferences for shopping is critical. It is women who, at this stage in retail history, determine whether a retail business survives, thrives, or fails.

In this concluding chapter, we review and summarize the findings from our many interviews with American women. We focus on the underlying motivations for shopping and provide a section on practical advice ...