Targeting the female consumers

Women are responsible for the majority of shopping in most of the world economies. The female consumers are usually the one’s purchasing the grocery, cloth and school supplies for the kids. But the role of that that the women consumers play goes deeper than simply shopping for the household regulars. The role that the female consumer plays in the economy as developed over the years and marketers are beginning to understand the importance of the female consumers in the market place. According to Kelly Westman, “Today's woman is sophisticated, educated, savvy and, most importantly, more independent than ever before”.
MasterCard Canada conducted a detailed study of 2,088 women that explores their attitude and behavior over their lifetime. The findings identified 5 life stages of the female consumers: Emerging Consumers, New Earners, Moms, The Established and Silver Spenders.

The key findings are as follow:     

• Canadian women are cast in many financial roles through the course of their lifetime, and those roles shape how they spend, where they shop, and how they feel about their finances
• At each life stage, women's economic circumstances are markedly different and their behavior and attitudes as consumers change.
• Canada's most powerful female consumers are the New Earners. Simply put, working full-time equates to more disposable income.
• Motherhood is the turning point that transforms women from individual spenders into the Chief Purchasing Officer of their households, a role they embrace.
• Indulgences: when asked what one thing they would always spend money on to treat themselves, women were most likely to say a food/restaurant purchase (25 per cent), followed by new clothes or shoes (14 per cent). Among Moms, simple treats like coffee in the morning (nine per cent) or a magazine or book (eight per cent) rise in significance

 Another major survey, recently conducted by market researchers ACNeilsen Panel Track and Hardliners, an electronic news service for the home improvement industry, indicates that women now make 80 percent of the decisions about where to go shopping. Women  love to shop but it is important to understand that it is not only the purchase that women love; it's the shopping experience itself that make them tick. Most Companies are finding ways to appeal to women consumers while others are struggling to find their footings and as result women are still underserved in many consumer categories.  The companies that are capitalizing on the opportunities to satisfy the women consumers are the one’s who understand the things that makes them tick. Women consumers, more so than men, care about whom they purchase from. Women will pay a premium for a product or choose to shop at a particular store if they feel that the business owner is trying to make a difference in the world. Most females will support a retailer or identify with a brand if they feel that they can trust the company and its products. Once they find a store that they feel comfortable dealing with, they are loyal supporters. Jennier Reed, vice-president of public affairs says, "Canadian women generally embrace their role as important drivers of the consumer economy

Woman, none the less, aren’t hardwired and they are enticed by different taste. "Advertising to women is about learning the truth, and the truth isn't about the product- it's about the person using it," wrote Joanne Thomas Yaccato, president of the Thomas Yaccato Group in Toronto, in her bestselling marketing book, the 80% Minority (Viking Canada, 2003).
Women spend more time and put more effort in their shopping habits than men do. Women spend a greater deal of time seeking out bargains and deals. Working with a limited budget, women consumers are the ones that find the means and ways to manage the household. Jennier Reed, vice-president of public affairs says, "Canadian women generally embrace their role as important drivers of the consumer economy. Understanding women consumers and targeting them successfully takes good market research, good marking and the offering of quality products.

APPLE AND SAMSUNG

Apple and Samsung are considered to be two of the most dominant force in the technological industry. We have seen as of the late, these two companies really going at each other in every corner of the market. Seeing Apple release the Ipad and Samsung introducing there version with the Galaxy Tablet. Both companies are quick to release new version of their devices, trying not be out down by the other. I myself is still deciding on which new phone to get, the Iphone 5 from Apple or the Galaxy S3 from Samsung.

 

         Fox Business news video on the Apple vs. Samsung saga

Both apple and Samsung has their own loyal customer base around the world. This technological rivalry has also seem to escape the realm of the just business rivalry to a rivalry between countries. Apple being a American company and Samsung a South Korean multinational conglomerate company. You would have surely being aware of the disputes and lawsuit battles, between Apple and Samsung over product design and other patent Infringement recently. Apple as accused Samsung of copying its product ideas, instead of coming up with their own concept and design. Samsung also have also slapped quite a few copyright infringement against Apple in a number of countries.

Seeing how profitable and lucrative the technological industry is, both companies are willing battle and go after each other anyway possible. There is allot legal issues and complicated laws in the technological industry, which also varies from country to country. As new technology; like mobile Application, continues to developed, the borders of international boundaries becomes more invisible.To say that lawsuits and legal issues between Apple and Samsung are bound to continue is an understatement.

Apple has been successful in past due to their market approach and the creative my mind of their late founder, Steve Jobs. Apple as strategically structured their product design and product release into the market, which as work very well for them. Apple is also considered to be one the most respected companies when it comes to quality in the world. Samsung, who presently has the largest smart phone sales in the world is no lightweight themselves. Samsung has the resources and capital do as they please and are well known for flooding the market with their many products.

The technological industry will continue be competitive as the customer demands for technology continues. The battle between Samsung and Apple will continue until one or the other loose pace and fall behind, like what happened to RIM and their Blackberry devices.