9Segmenting the Women’s Market

Women, One Segment at a Time

Throughout this book, we’ve generalized about how and why “women believe this” or “women do that.” We’ve used these broad brushstrokes simply to highlight gender differences—differences between men and women’s thinking and doing. In this chapter, however, we put away generalizations to bring forward some of the finer details and differences among women themselves.

Women self-identify along many lines, not just their gender. Racial and ethnic differences, age differences, level of education, children or no children, religious affiliation, marital status, and differences in sexual orientation all contribute to creating sub-groups under the broader category of “women.” For the purposes ...

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