\n\tAccording to a new study from marketing agency Haygarth, word of mouth among female consumers plays a crucial role for businesses in terms of brand reputation and sales, as research points to the fact that four in every five pounds are spent following a woman´s purchase decision.<\/p>\n
\n\tThe research focused on three product categories – food, alcohol and beauty – and examined what channels women used to interact with brands and what makes them recommend products. Overall, only 15% of those polled stated that there was nothing that businesses could do to make them recommend more, which suggests that 85% of female consumers could be influenced to act like brand advocates.<\/p>\n
\n\tIn total, 80% of women have recommended food, 58% have praised an alcoholic drink and 68% have given positive feedback on a beauty product. When asked in what other categories they are likely to recommend products, more than half of the respondents said restaurants and 44% cited fashion brands. On the other end of the spectrum, cars and utility companies were the least likely to be recommended, scoring 18% and 12% respectively.<\/p>\n
\n\tWomen say that quality is the most important factor when it comes to recommending, while branding and advertising are often ignored as motivators. Some 40% state that they recommend food and alcohol products simply because they trust the brand and 45% of women recommend beauty products because they “make them feel good". Across all three categories, three in five women have encouraged family and friends to try out a product because it was on offer.<\/p>\n
\n\tAs personal recommendation is becoming increasingly important, it is essential that brands develop an understanding of what makes their audience engage and ultimately discuss their brands, Haygarth concludes.<\/p>\n","protected":false},"excerpt":{"rendered":"
According to a new study from marketing agency Haygarth, word of mouth among female consumers plays a crucial role for businesses in terms of brand reputation and sales, as research points to the fact that four in every five pounds are spent following a woman´s purchase decision. The research focused on three product categories – […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[453],"tags":[],"class_list":["post-70578","post","type-post","status-publish","format-standard","hentry","category-archived-content-us"],"acf":[],"yoast_head":"\n