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How do cultural and societal factors affect a woman's purchase decisions, especially when it comes to wellness issues?

In the second part of this series, the Hartman Group’s Michelle Barry writes that “products and brands can be seen as signs that reveal things about a woman's behavior in health and wellness based on her level or intensity of involvement, knowledge state, responsibility, concern or love for others, and her desire to address long-term issues surrounding the health and well being of herself and other family members.”

That said, Barry notes, “there are differences in the experience of shopping based on demographics such as age, ethnicity or class, lifestage or lifestyle differences, as well as the various genres of shopping experience such as the neighborhood farmers' market to the club store.”

Barry writes, “Understanding that women's wellness behaviors are driven not only by conditions of her lifestage (e.g., menopause) but by her lifestyle (e.g., as a nurturer) will paint a more complete picture for manufacturers and retailers in identifying new ways to communicate, offer solutions and create their own relationships with today's women's wellness consumer.”
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