Marketers shouldn’t take for granted the stay at home mother. Restricting ads geared to mothers to Baby wipes, cleaning products and anything pink is not the way to go. Women and the subset of mothers make up a big chunk of the spending that goes on, and its not just frocks and shoes.

According to a survey by Pew Research Center, women are the key household decision-makers. When it comes to deciding on major home purchases, managing household finances, and other decisions, women are very much involved and often are in charge.

Highlights from the survey that Marketeers need to take note of:
- in families where just one person makes most of the decisions, it’s usually the woman and not the man who has the last word when purchasing a major item for the home
- Among the many dual-income families, the fact that the man often earns more doesn’t mean that he decides more
- In 74 percent of homes the woman is fully engaged in what that household will buy and from whom

So the car salesman needs to take note next time. Even though hubby may be asking all the questions, it may just be that wifey has the last word. So don’t condescend, instead keep her needs in mind, direct as much attention to her as you do her husband as she may be the primary decision maker.