College Of Business

Marketing wisdom tells us that 80% of all household purchases are made by women, and no business owner can ignore them. They comprise over half of all college students and about 38% of small business owners according to the 2002 figures of the Bureau of Labor Statistics. While men tend to make judgments based on first impressions and key interactions, women never stop gathering information. Women develop a collage of impressions about a business from a hundred small factors; everything from its cleanliness to the design of the shopping bag. Smart business owners turn this to their advantage by investing in small amenities women can appreciate. Even house paint firms are adhering to this strategy of paring down and offering carefully selected choices. Women have so a lot of work and family responsibilities they don't have time to research and ponder every buying decision. Now she has one instrument which takes up less room but accomplishes the same thing, costs less in the end, and does the same job. It's taking the time to explain things to a customer and not talk down to them he says. Entrepreneurs assume that marketing to women is all about discounts and giveaways, but care and creativity is what really attracts women. If a man is ignored by a sales clerk he thinks, What a jerk . Learn this, and you've got a handle on your share of a growing niche.

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