The study found that the majority of women questioned felt that in-store and online marketing was focused on attracting male consumers.

In-store and online marketing targets men despite 40 per cent of purchases made by women. That's the conclusion of a study commissioned Memorex. Data from the study suggests that 70 per cent of women feel ignored when new consumer electronic products are launched to the market.

The study found that the majority of women questioned felt that in-store and online marketing was focused on attracting male consumers, with some feedback stating that women found the electronics department of a store intimidating. This makes worrying reading for retailers, especially when further findings from the survey claim that women make 40 per cent of consumer electronic purchases.

"Our research showed us that women embrace technology if it fits their life," explains Kasia van Hal, Retail Trade Marketeer, Memorex. The company is launching a new product line with targeted branding that van Hal hopes will help women feel "less intimidated when buying consumer electronics."

The Memorex website, packaging, advertising, in-store marketing tools, online campaigns and messaging have also been redesigned with women in mind.