Feminism: Implications for Department Store Strategy and Salesclerk Behavior

Women's values and roles in society are changing, and this situation has created a greater need for the retailer to understand the characteristics and behaviors of various female consumers. A study was undertaken to determine the desirability of certain specific changes in retail strategy as a result of women's changing values and roles. Three groups of women-traditionalists, moderates, and feminists-were identified, and over 300 women completed questionnaires. Analysis indicates that women are becoming a larger, more independent market segment, and more women are adopting the life style of the professional woman. The results also showed that there were differences among the 3 groups in their opinions concerning retail salesclerks. It is suggested that department stores should adapt their policies concerning the hiring, training, and supervision of salesclerks to the changing perceptions, values, and needs of women.