Summary

Women are now the primary decision makers or significant influencers in more than 80 per cent of consumer purchasers. And they're not just buying makeup and washing powder and keeping the storecupboard stocked. Women are responsible for 65 per cent of vehicle purchases, 50 per cent of personal computer purchases and also buy a hefty percentage of all luxury items, travel and leisure products. They have emerged as the most influential consumer force in history. But while there are countless books about how women think differently, talk differently and feel differently, this book looks at how they buy or relate to brands differently.