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Consumer Behavior

Women and Shopping

Why study women and shopping? Why is it important? Women matter because of their consumer spending power; they are crucial to survival in the competitive retail industry in America. Women matter because they control over $20 trillion in consumer spending. Women are better educated, have more financial power and decision making abilities and mobility than any previous generation. Why Women Shop provides a fascinating insight into women's shopping habits and motivations. This book is of interest to business as they gain a better understanding of the most powerful economic force in the retail industry.

The acquisition of consumer skills is termed “consumer socialization” by
researchers and occurs as a result of parents (almost always the mother)
showing children how to shop, either by direct instruction or by observing their
parents' behavior ...