Tuning Into Mom

Tuning Into Mom

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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 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.One such example is Olive Gardena#39;s Pasta Tales, an essay contest that poses a different question every year. The 2010 ... in the contest. In 2009-2010 over 5, 000 students from nearly 500 Michigan junior highs and middle schools participated.

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


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