There are many factors aside from price that women take into account when choosing a brand, according to results from the 5th wave of Ipsos MediaCT’s “Women, Power & Money” study, co-developed with FleishmanHillard and Hearst Magazines. Yet pricing is obviously important to shoppers, and while 91% of women agree that good value for the money is more important than price, there are a number of categories in which a majority feel that it is extremely or very important to get the lowest prices.
Tops among the 12 categories examined are automobiles, with 68% of women finding it to be at least very important that they get the lowest price, virtually on par with the 66% of men who share that attitude. After that big-ticket item come more frequent shopping categories, such as household supplies (65% women; 51% men) and food/groceries (63% women; 58% men). Read the rest at MarketingCharts.