WOMAN SPECIAL.................... What Women Really Want

What Women Really Want   FCB-Ulka's WomaMood study, in its third edition, delves deep into the pysche of the emerging Indian woman and what makes her tick This is the third edition of the WomanMood study under taken by FCB Ulka to understand women residing in Tier 1-2 towns in India using the Mind & MoodTM  technique. While WomanMood I (2001-2) and WomanMood II (2006-7) derived insights from a solid, traditional framework to understand the Indian woman, WomanMood III (2014-15) created a new and more versatile framework  with the development of these 7 Key Paradigms that include , herself, her roles,  her spaces; her wishes, worries and adaptability; her money matters,  her shopping, her health and grooming , her societal persona and her dark side. Here are some exclusive excerpts and key takeaways from the study Shopping Habits Beauty & Personal Care: The Indian woman now seems to want to look her best! While cosmetics and deodorants were discussed very excitedly women seem to follow no particular daily beauty regimes. Food:She is the only decision maker when it comes to her kitchen. Her mother-in-law, husband and children are now the influencers. She knows `food at home' is an important event of her daily routine and a time of bringing the family together. She is willing to innovate to create that excitement for her kids and the family. While the taste of food will be her masterstroke, nutrition is now also a key element in her cooking. Automotive:·The 2-wheeler is her most reliable, personal self-ride carriage. Whether young or old, married or single...there is a 2-wheeler in every home.  Affordability, convenience especially for short distances from point-to-point with the added benefit of having multiple users in every household, makes 2-wheelers the preferred choice. The need for a 4-wheeler seems distant and  unnecessary for their current lifestyles. Technology: Mobiles, Internet & Online Shopping z Mobile telephone usage is entirely functional however WhatsApp is really their playing field. It's all about instant chat, jokes, videos and group chats.  When it comes to Internet usage, they are wary and it therefore becomes need-based. It's always referred to as a mechanism that is important for more formal and official interactions therefore not essential for their personal use.  The younger women hold `online shopping' flags high! Clothes, footwear and cosmetics are often searched and compared...books occasionally. Durables & White Goods: They actively participate in home furnishing decisions. New curtains, tapestry, paint, layout changes and furniture are decisions they lead. Although her husband allocates the budgets and will finally approve. They keenly participate in decisions regarding the purchase of white goods ­ refrigerators, washing machines and ACs as well. And in fact, her kitchen appliances fall entirely in her domain ­ mixer grinders, cooking stoves, pressure cookers and pots and pans are all her own decisions. Money Matters Her husband may control the purse strings yet she budgets, manages and quite often negotiates for more money towards necessary expenses. In a way, it may seem like the husband is plainly speaking the `money making machine' while she herself may well be the `employer'! She prides herself at being able to manage her limited funds prudently and managing to sneak in `savings' at the end of the week or month. Health and Grooming It is safe to say that keeping fit and healthy is not a top priority for women unless there is medical attention required. Our woman today also seems to fight a losing battle to convince her husband about keeping fit with regular exercise. So she keeps a check through the food she cooks for the family. Their kid's health is paramount. The Dark Side Recent happenings in the country have made her resilient and have pushed her to  a point where she would like to take these issues on safety very seriously. Her bolder persona helps her rationalise on why she needs to be more alert on the crassness of issues particularly women are subject to in our country. However, she takes vicarious pleasure even through her entertainment... it's no longer bouquets for the `Saas bahu' sagas. Those seem passé now with `Reality Shows' doing the trick to win her chuckle! Look Out Marketers The core team behind the Study( Ruta Patel ­ head, strategic planning, FCB Ulka Mumbai, Kavita Gadkari ­ strategic plan ning consultant and Arthi Basak ­ general manager, strategic planning, Interface Communications) share the key takeaways for the modern-day marketers with Amit Bapna. Excerpts  Convergence of A Different Kind: Today, each member of the house plays different roles and helps in making the family a success.Lesson: Brands need to  recognise this changing role of both the woman and the people in her life. The woman cannot be relegated to just the kitchen, cleaning and mopping. She plays a pivotal role in many aspects of her home and those cannot be  ignored by brands. Working Hard My Way: A woman wants to work in order to contribute to her family in what ever way she can and to feel self sufficient irrespective of how big or small the work she does is. For example, having a tiffin service or taking up tailoring projects give her a sense of self-worth. Lesson: Advertisers continue to portray a woman in extremes: she is either confined to the kitchen and her home or is the alpha woman, an overachiever whose work comes first. This however does not depict the reality of today Husband The Driving Force: While her husband continues to be her best friend, he is now also her support system. He motivates and encourages her to move ahead and do more. Lesson: Perhaps the marketers who have moved beyond ads where the focal point is making the husband happy are on to something. It's My Life: While she consid ers her husband to be her closest friend, she  also needs her personal space and time with her friends. She feels no guilt in wanting some self-time and to be able to express her  individuality. Lesson: Marketers must keep in mind that they are speaking to a woman who cherishes and asks for some me-time. She has more to her than just  her family or work; she is multi-faceted and has an identity beyond these  two. Looking Good, Feeling Better: Her appearance is a reflection of her personality. Being presentable and the best version of herself is extremely important to her. She takes great care to make sure she grooms herself well. Gone is the reliance on inner beauty. She is confident of the way she looks and knows how to control it. Lesson: Marketers need to stop looking at her as a damsel in dis tress and  someone who know her way around fashion and beauty. amit bapna