19 September 2003
Women open to new products
In the latest results from The Australians Today Consumer Insights research programme, McNair Ingenuity Research have found that while women were more likely to agree that "it was time to tighten their belts and not spend too much" they were also more likely to try new products they have seen advertised or that catch their eye on the shelf.
Women are currently more conservative in their outlook on the future with 1 in 5 saying they strongly agreed with the statement "this is a time to tighten the belts and not spend too much". Comparatively only 1 in 10 men strongly agreed with this statement. Women were also more likely to strongly disagree that "I feel confident about my financial future" with 11% strongly disagreeing to the statement compared to only 2% of men.
| These more conservative attitudes, do not necessarily translate to how women shop. Half the women surveyed agreed with the statement "I like to try new brands if I have seen them advertised" and over 40% agreed that "I often try new products if they catch my eye on the shelf". Despite being open to new products women will not just try any product. Over 40% of women in the survey agreed with the statement "I read the ingredients carefully before trying a new food product". Nor does it mean they are all disloyal to their favourite brands with 50% agreeing that "I stick to my favourite brands, even if something similar is on special". |
| How This Research Was Conducted This topic was included in the ongoing Australians Today Consumer Insights research program conducted by McNair Ingenuity Research in June 2003. The research is conducted by means of a combination telephone interview and self-completion survey amongst 2,000 people each year aged 18+ from across Australia. The initial interviews were conducted by trained interviewers according to standards set-out by Interviewer Quality Control Australia. The above information is copyright to McNair Ingenuity Research and must be clearly acknowledged to McNair Ingenuity Research. Contact Matt Balogh ph 02 9966 9133. | |
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can learn more about McNair Ingenuity Research by visiting www.mcnairingenuity.com
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McNair Ingenuity Research Pty Ltd ACN.
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