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Women Are Different! MacroMonitor Marketing Report Vol. I, No. 1 March 1994


When women make financial decisions, their outlook and preferences are different from men's. Women are more conservative and tend to favor savings-oriented rather than investment-oriented financial products. They tend to be less confident in their ability to make the right financial decisions and more likely to turn to financial professionals for advice. Financial providers who refine their marketing strategies and pay particular attention to women's attitudes and preferences stand to capture and retain a larger share of the financial market.