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We also want to give emphasis to
the women’s potent buying force in her own right and
encourage further research in the subject.
Methodology The study consists of a literature study, comprising 9 articles,
which are analyzed by a qualitative method.
Conclusions Women’s consumer purchase decision process tend to differ
from the man’s process which has led us to see that the
advertising targeted to her must change. Instead of using
advertising that very clearly states that it targets women
companies should use advertising in a way that makes women
feel more included. Women seek much information and
advice before a purchase decision; therefore companies
should strive to become the one the woman turns to during
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