Along with the increasing awareness of gender equity, more women want to lead an independent life and have their own career. Meanwhile, since women have developed their own career, their spending power should not be overlooked. In the study, the researchers found that the insurance products in nowadays are no longer simply designed for consideration of general risks. There are more customization and segmentation insurance commodities in the market.
Modern women’s education level, economic status and social status are gradually rising, and therefore, they don’t need to rely on their spouses for living. As a result of that, women are less willing to organize a family. With the increasing of single population, birth rate declines relatively. Therefore, modern women have less burden on parenting and educational expenses, and they have more ability to spend money on enjoyment and improving their life qualities.
Spending priority has changed from ‘family oriented commodities’ to ‘individual oriented commodities’. Women’s status are increasingly emphasized in an international level. Because of the increasing of female labour population, the disposable income and spending power have increased. Furthermore, this spending power began to spread to insurance products and causes a trend of insurance commodities, designed for women, especially.
The study adopted E-K-B consumer behavior model as a conceptual framework, and used lifestyle and demographic variables as input variables. AIO lifestyle variable was taken as the basis of classification. Then, ''consumer reality variables'' was narratives for describing consumer''s behavior in order to analyze female consumer''s characteristics on spending. The research objects were target at the females whose age were above twenty with spending power.
This research was conducted through questionnaire survey. There were 318 questionnaires, issued and 300 valid questionnaires were collected, which were analyzed by SPSS.
The research categorized female consumers, who purchases insurance products as five types based on their lifestyle variables: '' brand awareness type,'' ’meticulous planning type,'' innovative quality type,'' ''word-of-mouth (WOM) promotion type,'' and ''fashionable type.'' There were obvious connection among purchase motivation, commodities evaluation and purchasing reality.