Products which would have traditionally been
purchased by men alone are now increasingly
purchased by women who head their own households.
In addition, as the role orientation of the
woman changes she is likely to exert increased
influence at every stage of the family decision process,
even in families headed by men. Considering
these points, an increasing number of "masculine"
products (e.g., automobile tires and batteries) now
direct part of their promotion to women or include
women as an active part of the commercial message.