Married women are more likely than married men to say they share household decision-making equally with their partners, although this may simply reflect a difference in leadership style, according to an Ipsos Mendelsohn study for Fleishman Hillard and Hearst Magazines.
Women adopt a collaborative approach to making household decisions, especially those for major purchases; they view themselves more as leaders of a team than as solitary decision-makers.
Women and men who describe themselves as their households’ primary decision-makers cite different reasons for holding that role. Men tend to say they’re the decision-makers because they’re more qualified, effective, or efficient.
Women cite a wider range of reasons, including saving time or money, partner not wanting to deal with it, having more time available, caring more, and making better decisions. Women are more likely than men to find being the primary decision-maker stressful (70% vs. 62%) or tiring (66% vs. 55%).
When it comes to smaller purchases, however, 89% of women say they’re solely responsible for choosing and purchasing items. Women cite their partners’ opinions as the most influential factor in making purchase decisions; other key influences include information they found online and the opinions of experts.
Women Want Clear Price Info
When asked about information companies can provide to help aid in their decision-making, women’s top choice is simple — be clear about price. They’re also interested in indications of quality — materials, workmanship, warranty. Customer reviews provide independent verification for these attributes.
Women’s decision-making process varies somewhat depending on what they’re shopping for. Friends’ and extended family members’ recommendations are strong influences on choices about vacation destinations and entertainment options, while spouses’ opinions are especially influential in automotive purchases.
Salespeople can have a strong influence on fashion purchases, while parents are the most-valued sources of information for over-the-counter drugs and household appliances.
Although product recommendations from and for friends and family are important to all women, younger women are more likely to value these recommendations and to make recommendations of their own.
Source: “Game Changers: Women Defining the New American Marketplace,” January 2012, by Ipsos Mendelsohn for Fleishman-Hillard and Hearst Magazines. Fleishman-Hillard, Nancy Bauer, Deputy General Manager/Senior Partner, International Tower #1600, 229 Peachtree St. NE, Atlanta, GA 30303; 404-739-0109; nancy.bauer@fleishman.com; www.fleishman.com.
Hearst Magazines, Marlene Greenfield, VP/Executive Director of Research, 300 W. 57th St., New York, NY 10019; 212-649-4401; mgreenfield@hearst.com; www.hearst.com. Ipsos Mendelsohn, Stephen Kraus, Chief Research & Insights Officer, 49 Stevenson St., 15th Fl., San Fracisco, CA 94105; 415-293-9711; steve.kraus@ipsos.com; www.ipsos.com
© Copyright 2012, EPM Communications, Inc. May not be reproduced without written consent of publisher.