Which Brands Don't Succeed in the Female Market?

When brands don't know how to approach women, this segment of the population removes products from their value equation because they can't establish a rational, less emotional relationship.

Friday, May 3, 2019

4AM Saatchi & Saatchi White Rabbit together with Prensalibre.com carried out the study "A Guide to Understanding the Consumer", and one of its objectives was to understand how women behave with respect to brands in the Guatemalan market, in a context of economic slowdown.

See "Where are the consumers who spend the most?

Juan Bernárdez, the firm's consultant, commented to Prensalibre.com that "... If brands don't communicate with women, they're missing an incredible opportunity, because it's an audience that no one is talking to, that is, they're not connecting well with them, no one knows how to do it, and it's a moment of transition where they're looking for and opening new spaces, because they're reunderstood the gender."

Olga Camey de Noack, professor of marketing at Rafael Landívar University, said that "... some of the characteristics of women in recent market research show that they are more prone to originality and the search for variety, greater social interaction and curiosity. It is interesting to determine whether advertisers who advertise in different media are aware of the opportunities they have in a female market, which is constantly opening up and responding to stimuli that promote consumption.

Puede interesarle "Where do Consumers Transit?"

When comparing brand loyalty by gender, the study states that 60% of women are loyal to a brand, while in the case of men the proportion reaches 65%, meaning that men are more loyal to brands than men.

In relation to the transit of people in the Metropolitan Area of Guatemala according to consumption capacity, requires an analysis of CentralAmericaData that in zones 14, 15 and 16 of Guatemala City, and the sector known as Carretera a El Salvador, which covers part of the municipalities of Santa Catarina Pinula, San José Pinula, Fraijanes and a small part of Villa Canales, constitute the "corridor" of approximately 60 km2, through which transits about 60% of consumers with the greatest purchasing capacity in the metropolitan area of the country.

More on this topic

Private Label: Arrived to Stay?

August 2019

In the retail business, large distributors boost the sales of their own brand products through strategies aimed at consumers who prioritize the price factor over other elements when buying.

Globally, the tendency to buy private label products is becoming more and more evident in markets, as companies engaged in the retail trade of other products, such as supermarket chains, are capitalizing on their experience by placing their own products and competing with their suppliers.

What Brands Succeed in the Market?

April 2019

The cheapest, most adaptable and irreplaceable brands are those preferred by consumers in Guatemala's current economic context.

4AM Saatchi & Saatchi White Rabbit together with Prensalibre.com carried out a study in the Guatemalan market, with the intention of understanding the reasons for the change in consumer behavior in the last two years, in a context of economic slowdown.

Changes in Consumer Behavior

March 2019

The slowdown in the region's economies and political uncertainty are changing the way consumers in markets such as Guatemala, Costa Rica and Honduras make purchasing decisions.

The White Rabbit group carried out a study on buyer behavior in Guatemala, Honduras and Costa Rica, called "A New Guide to Understanding the Consumer", which analyses the perceptions prevailing in these markets in the region.

Electronic products: What to expect from the market?

November 2018

The slowdown in domestic consumption in Costa Rica, together with the local currency depreciation, will cause customers to buy fewer high-end technology products.

In the report published by the Central Bank of Costa Rica (BCCR) called the October-2018 Economic Situation Report, it is explained that the slow increase in credit, imports of final consumer goods and tax collection are clear indicators of a slowdown in domestic demand. See full report.

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