By Shaziya Khan, VP & Executive Planning Director (JWT Mumbai)
In
budget season it is appropriate to consider the views of someone who is fondly
called in many homes as “the finance minister”. Because typically the lady of
the house is given a monthly budget, which she is responsible for prudently
stretching across essentials (“monthlies”), value adds
(eg. premium food products for the child), occasional indulgences (eg. beauty
care) and gifts (eg. festive season must
haves).
Home
“finance minister’s” savvy:
Past research revealed that there are
several savvy measures women naturally, and somewhat discreetly, adopt on a regular
basis to manage their finances smoothly. To mention a few -
1. Women have a ‘secret’ pocket or area
where they save money for personal
spends or emergencies.
2. They keep their ear to the ground to
extract value when prices rise eg. instead of buying vegetables from the nearby
vendor they shift to buying from the whole sale market (or mandi) which sells
cheaper produce but at a faraway location
3. Buying bulk quantities of high quality
farm fresh staples like rice, wheat, lentils and oil and sharing across 5-6 households.
These long standing aspects of home
budgeting savvy have now expanded to decision making and aspiration across several
other spheres of life. And
interestingly, we notice, that these new facets are no longer discreet and
covert, but refreshingly candid
acknowledgements by women themselves in a JWT Sonar Survey on What Women Want
(SEC A, B, 20-45 years)
Expanded
decision making
On decision making – The JWT Sonar survey across Asia (India, China,
Indonesia) reveals that women believe they are the decision makers across a
range of products. When asked “in your household, who would make the
final decision about which product or service you were going to buy/use?” 70% of women replied “Me”
for the following categories: Buying a
Home appliances, Buying a new mobile phone or smart phone, Open a new bank
account. Over 50% of women replied “Me” for: buying life insurance policy and
travel. In China and Indonesia the figure is higher – with over 70% of women
making the decision on insurance policy and travel.
Expanded pre purchase
research
The
expansion observed in women’s purchase and decision making power is closely linked to their being better
informed. Our survey reveals that over 55% of women across Asia often do
pre purchase research using a variety of digital and non digital resources. The
top 5 sources of research are, in that order, search engine (like Google), recommendations
from friends/ family / colleagues, price comparison websites, brand / company
websites and advertising. Closely followed by product sample or demonstration
in store. (On a related note, a Google study pointed out that women tap 7
sources of information prior to decision).
Thus,
for today’s women (“just sitting, we search on mobile, and find everything”), purchase
intent and purchase behavior reveals new dynamism and even more savvy thanks to
easier accessibility to pre research avenues.
Is
there an underlying future trend at work here? The JWT Future 100 report says
“feminism is being rebooted in the digital era, across, all generations, with a
newly collaborative, open and empowered spirit”.
Ever green prudence and
fresh aspiration
Happily,
the prudence shown by women in the management of their monthly budget
continues. When asked “imagine for a
moment that you were given 350$ (in local currency) what would you do with it?”
Generally, Asian women would invest or save it for rainy day.
But the story does not stop at saving and
sacrifice. There is another chapter. There is a new and refreshingly bold articulation
of financial aspiration among Asian women. Over 40% of women have financial
goals like financial independence, advance career, and travel the world. Half
the women in Indonesia want to open their own business!
When
asked “what was the most expensive item you purchased for yourself?” Jewelry, cars, laptops, and smartphones tend to be
the most expensive items women have purchased for themselves. At an average cost of $ 656 in India, 880$ in Indonesia,
967$ In China.
In sum, the finance
minister across homes is better informed and more empowered than before. Her
careful prudence for household purchases and innate inclination to invest and
save now has the newly added facets of financial goals and purchases for
herself.
Initiatives by brands that champion these now
overt financial goals and provide savvy and timely enablers so that these goals
can be realized will forge a life long connection with women audiences.This article was first published in Hindu Business Line 6th Mar, 2015