Tuning Into Mom : Understanding America's Most Powerful Consumer
Book Details
Format
Hardback or Cased Book
ISBN-10
155753585X
ISBN-13
9781557535856
Publisher
Purdue University Press
Imprint
Purdue University Press
Country of Manufacture
US
Country of Publication
GB
Publication Date
Oct 15th, 2011
Print length
185 Pages
Weight
461 grams
Dimensions
23.30 x 15.40 x 1.70 cms
Product Classification:
ConsumerismConsumerismMarket research
Ksh 4,400.00
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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 mom'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.
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