January 2011
Intermediate to advanced
125 pages
3h 30m
English
Content preview from Consumer Behavior
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
Start your free trial



Chapter 7
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 ...