Tuning Into Mom

Tuning Into Mom

4.11 - 1251 ratings - Source



American mothers are household CFOs, in charge of an estimated $2.45 trillion in direct spending. They are also an important influence on other family members' buying habits. Many organizations have identified moms as an important customer group, but the broad, age-based definitions these companies work with mask an array of different consumer behaviors. Written by two leading marketers, this book provides a new approach to understanding the a€œAmerican Moma€ market, examining the moma€™s influence on (or control of) the purchasing habits of children of all ages, from infants and toddlers to young adults, and bring focus to the frequently overlooked purchase influence of moms on teenagers. The authors combine large-scale quantitative research of more than 4, 700 mothers with qualitative case studies from individual participants. Highly recommended for practitioners in retailing and product development, this book will also be a valuable supplemental text for college courses in consumer behavior and marketing strategy.Specific top-of-mind areas of focus for these moms include baby-proofing the home, choice of car seat, baby bottles or other equipment, safe use of home cleaning products, and appropriate use of childrena#39;s pain and fever relievers ( Motrin and Tylenol). There are ... 5 EvenFlo clearly recognizes moma#39;s safety priorities and makes safety information readily accessible about their products. Mom can alsoanbsp;...


Title:Tuning Into Mom
Author: Michal Clements, Teri Lucie Thompson
Publisher:Purdue University Press - 2011
ISBN-13:

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