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Power Shopping

Women are doing it; new data indicates just how much.

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This story appears in the April 2000 issue of Entrepreneur. Subscribe »

When it comes to for clothing, household items andcars, studies have shown women wield a tremendous amount ofinfluence. But a December 1999 survey released by the NationalFoundation for Women Owners (NFWBO) has found that womenentrepreneurs are just as dominant when making decisions aboutgoods like telephone, cable and Internet service, as well asinsurance policies.

In fact, 86 percent of women business owners use the sameproducts at home that they purchase for their companies.

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