Tuning into mom: understanding America's most powerful consumer
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
West Lafayette, Ind.
Purdue University Press
©2011
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| Schlagworte: | |
| Online-Zugang: | Volltext |
| Beschreibung: | Includes bibliographical references and index Tuning into mom : her priorities and hot buttons -- Food : stealth veggies and panini making -- Exercise and sports : moving together -- Education : from leapfrog to college -- Safety and health : safety gates, stranger danger, and designated drivers -- Technology : texting, talking, teaching -- Fashion and beauty : sweater-vests be gone! -- Conclusion : brand sweet spots and actions 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 "American Mom" market, examining the effect of age of the eldest child on women's values and attitudes to food, exercise, education, health, technology, and fashion. The authors examine the mom's influence on (or control of) the purchasing habits of children of all ages;from infants and toddlers to young adults. In doing so, it brings 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. The authors also draw on decades of real-world experience to combine their research with implementable examples of best practice. 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 |
| Beschreibung: | 1 Online-Ressource (pages cm) |
| ISBN: | 1612491707 9781612491707 9781612491714 1612491715 155753585X 9781557535856 |
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| 500 | |a 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 "American Mom" market, examining the effect of age of the eldest child on women's values and attitudes to food, exercise, education, health, technology, and fashion. The authors examine the mom's influence on (or control of) the purchasing habits of children of all ages;from infants and toddlers to young adults. In doing so, it brings 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. The authors also draw on decades of real-world experience to combine their research with implementable examples of best practice. 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 | ||
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| 650 | 7 | |a BUSINESS & ECONOMICS / Marketing / Research |2 bisacsh | |
| 650 | 7 | |a Consumer behavior |2 fast | |
| 650 | 7 | |a Consumers' preferences |2 fast | |
| 650 | 7 | |a Mothers / Attitudes |2 fast | |
| 650 | 7 | |a Relationship marketing |2 fast | |
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| 650 | 4 | |a Consumers' preferences |z United States | |
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| spelling | Clements, Michal Verfasser aut Tuning into mom understanding America's most powerful consumer Michal Clements and Teri Lucie Thompson West Lafayette, Ind. Purdue University Press ©2011 1 Online-Ressource (pages cm) txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index Tuning into mom : her priorities and hot buttons -- Food : stealth veggies and panini making -- Exercise and sports : moving together -- Education : from leapfrog to college -- Safety and health : safety gates, stranger danger, and designated drivers -- Technology : texting, talking, teaching -- Fashion and beauty : sweater-vests be gone! -- Conclusion : brand sweet spots and actions 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 "American Mom" market, examining the effect of age of the eldest child on women's values and attitudes to food, exercise, education, health, technology, and fashion. The authors examine the mom's influence on (or control of) the purchasing habits of children of all ages;from infants and toddlers to young adults. In doing so, it brings 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. The authors also draw on decades of real-world experience to combine their research with implementable examples of best practice. 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 FAMILY & RELATIONSHIPS / Parenting / Motherhood bisacsh BUSINESS & ECONOMICS / Marketing / Research bisacsh Consumer behavior fast Consumers' preferences fast Mothers / Attitudes fast Relationship marketing fast Wirtschaft Mothers United States Attitudes Consumer behavior United States Consumers' preferences United States Relationship marketing United States USA Thompson, Teri Lucie Sonstige oth http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=493416 Aggregator Volltext |
| spellingShingle | Clements, Michal Tuning into mom understanding America's most powerful consumer FAMILY & RELATIONSHIPS / Parenting / Motherhood bisacsh BUSINESS & ECONOMICS / Marketing / Research bisacsh Consumer behavior fast Consumers' preferences fast Mothers / Attitudes fast Relationship marketing fast Wirtschaft Mothers United States Attitudes Consumer behavior United States Consumers' preferences United States Relationship marketing United States |
| title | Tuning into mom understanding America's most powerful consumer |
| title_auth | Tuning into mom understanding America's most powerful consumer |
| title_exact_search | Tuning into mom understanding America's most powerful consumer |
| title_full | Tuning into mom understanding America's most powerful consumer Michal Clements and Teri Lucie Thompson |
| title_fullStr | Tuning into mom understanding America's most powerful consumer Michal Clements and Teri Lucie Thompson |
| title_full_unstemmed | Tuning into mom understanding America's most powerful consumer Michal Clements and Teri Lucie Thompson |
| title_short | Tuning into mom |
| title_sort | tuning into mom understanding america s most powerful consumer |
| title_sub | understanding America's most powerful consumer |
| topic | FAMILY & RELATIONSHIPS / Parenting / Motherhood bisacsh BUSINESS & ECONOMICS / Marketing / Research bisacsh Consumer behavior fast Consumers' preferences fast Mothers / Attitudes fast Relationship marketing fast Wirtschaft Mothers United States Attitudes Consumer behavior United States Consumers' preferences United States Relationship marketing United States |
| topic_facet | FAMILY & RELATIONSHIPS / Parenting / Motherhood BUSINESS & ECONOMICS / Marketing / Research Consumer behavior Consumers' preferences Mothers / Attitudes Relationship marketing Wirtschaft Mothers United States Attitudes Consumer behavior United States Consumers' preferences United States Relationship marketing United States USA |
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