Author(s): Arzu ŞEKER

Women are becoming an increasing and significant power in economic, social fields, etc. and particularly with their participation in labor force. Being aware of this fact, women appear as a financially strong consumer group with an increasing market share. Entities and especially their marketing departments and sales teams in those departments have been starting to address female consumers as a specific group that is separate from male consumers and to analyze their personalities, attitudes and behaviors, needs and demands and consumer behaviors in a detailed way. Based on these assessments, they try to specify marketing strategies and hints on sales and ensure satisfaction and loyalty of female customers.


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