What Makes Women Buy

Whatever you are selling, from a bar of soap to a limousine, chances are today's new woman is in the picture. Either she buys the product herself or she influences the person who does. When it comes to men's clothing, for instance, a Roper survey showed that women influence 70 per cent of men's clothing purchases. In the office-equipment field it is often necessary for a salesman to spend as much time selling the secretary as the boss. Independent surveys and auto manufacturers both have reported that women influence, at least partially, 75 to 80 per cent of car purchases. And, of course, in their own domain as family purchasing agent for food, beauty aids, drugs, fashions, and the home itself as likely as not, women reign as queens of the family exchequer. Looking ahead to more and more women working at jobs outside the home, and realizing that they are rapidly invading traditional male areas, it is not unrealistic to assume that their influence soon will be felt on an even wider variety of products, even in industrial purchasing.