Women behind 90% of purchases - survey

WOMEN ARE the original “super-consumers” influencing nearly 90 per cent of all purchases, according to new research.

Their choices are overwhelmingly the ones that prevail when buying healthcare, pharmaceuticals, food, financial services, holidays and new homes.

The survey was carried out by market research company iReach and involved a representative sample of 1,000 women who were surveyed in July.

Women also account for 58 per cent of all purchases in Ireland. They are directly responsible for the purchasing of 60 per cent of new homes, 60 per cent of food, 60 per cent of pharmaceuticals and 59 per cent of healthcare.

They even account for the majority of purchases of personal computers (51 per cent) and cars (54 per cent).

Despite their collective purchasing power, 41 per cent of Irish women feel misunderstood by marketers, advertisers and brands, according to the iReach survey.

A seminar on marketing, which takes place in the Mansion House next month, is seeking to address the issue of how to appeal more to women consumers.

Purse Power: How to Engage and Influence the New Irish Female Consumer on October 6th will include marketing experts Fara Warner, Julie Fuoti, Lisa Johnson and Krishna De. Seminar organiser Rachel Dalton said conventional marketers fail to understand the varied nature of the lives of most modern women.