the contented wife |  |
Profile:
- Famale, older, married, higher income
- Family supported by husband, can afford to
spend money upon own wishes
- Enjoy quite an active social life with group
of women friends
- Very concerned about their appearances
- Irrational buyers, easily influenced by
opinions or group pressure
Tips for designer:
- more elaborate designs that look very
presentable
but are not very heavy
in weight
Tips for salesman:
- give her a lot of reassurance. Praises will be
very effective, like "lt looks very nice on
you, your husband will definitely like it
very much" - they enjoy to be the centre of attention
- they would prefer a variety of different items
rather than a few large pieces because gold
jewelry is part of their everyday accessory
and they need to mix and match - they like medium weight items, not so light
as to be look down upon by friends but not
so heavy either as there are a lot of other
things they want to buy - if a group come in together, can try to
persuade them to buy more than they
intend to, they will yield under group
pressure after some time