What do DELL 1520, Sony Cybershot DSCW 557, Yamaha R6, and Apple nano Ipod have in common? Well , they all could come in pink.

Sony Cybershot DSCW557

Is pink advertising in the pink of health? Not exactly, according to market and brand analysts who study consumer behavior of women. Over patronizing, meaning, delineating gender associations through the color pink, in particular, turns women buyers off more than attract them to really make that purchase. There are several brands that paint their ads and products pink to flaunt what they thought is obvious: pink for the girls ( and blue for the boys?). However, the aspects of consumerism culture are ever innovating, and this includes its color gamut. Several ad and branding-related resources suggest that this ad-branding concept, particularly, Pink for female gender is cliché ; a passé . A 2007 survey done by international ad firm, Saatchi & Saatchi , revealed that only 9 percent (or 67.5) from the 750 internet female respondents whose ages range from 24 to 45 preferred a “ girly-girl” look in their gadgets—and that includes the “pink” colored gizmos. Breaking away from the traditional nursery room typecasting, women consumers nowadays tell outright that they do know when they are being too patronized. Somehow, women consumers want their needs to be figured out yet not strapped into conventionality.

Ipod Nano in pink

Other women-target designs such as bejeweled devices are also losing girl votes. A study conducted by the CNW Market Research pointed to functionality and practicality that actually clinched 46% of all automobile purchases.Women are attracted to buying things that used to be male iconic. One company that smarted in the fact is Harley-Davidson, which incorporated in its website a female section, in response to its increased sales of 10% to women buyers.

Consumer electronics are big eye catchers for females. According to an analysis by NPD, a North American market firm, billions are spent in gadget purchases; almost half of the consumers are women. Functionality of the item is listed on top of the considerations for the sales. But color is never mentioned.

( Sort of ) Bad Advertising

Not knowing what makes women buyers tick is a case for disaster. Losing out to bad advertising is not as worse as abandoning the fact that women is admittedly a profitable market base to begin with. Still according to the 2008 U.S. Consumers Report National Research Center survey , a large percentage of women consumers are more likely to make purchase returns when feel unsatisfied with the product, as well as to ask for product assistance when making purchases.

Also important to note that a significant number of the male respondents of the survey said that whenever arguments arise while they shop with their female partners, it is them women who win to assert what to buy and how much to spend. In the first place, purses were invented for women.