This scale, which is about ten years old, is composed of ten attitudinal statements. So a profile like this may not help you much, and you may waste resources marketing and selling to the wrong people.
For Public Policy The papers in this session have also raised numerous issues which have public policy implications. The result is an increasing disparity in feelings of self worth and self-confidence between the two social class groupings.
While there are other similarities, the single meet unifying aspect of these families is their low income level. Next Steps Discover the benefits of customer profiling services from Mapping Analytics Download the Consumer Perspectives brochure to learn about our packaged analytic service to profile and segment your customers White Paper Customer Segmentation Fundamentals.
This is likely to become increasingly true as more young persons experience protracted periods of singlehood. For example, not all women age have the same tendency to purchase your products.
It is easy to hypothesize that women will exercise this power with the result being more joint decision-making. The strategies used to allocate household tasks should provide insight into a broad range of family decision-making processes and are therefore well worth study.
Ekstrom notes that there has been little research on employment decisions of the working class woman. It has been difficult enough to select target segments, determine appeals, and accurately portray women as their roles have multiplied.
The segment of women living alone aged 55 and older presents a very different picture. For instance, the woman is likely to have purchased and maintained one or more cars and the man is likely to have prepared meals, maintained an apartment, and done the shopping associated with the performance of traditionally female tasks.
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This concern seems to be based on the premise, which to the best of my knowledge has yet to be empirically tested, that persons who are involved in the performance of household tasks will be more influential in product and brand choice for task-related products.
CONCLUSION It seems that, both as marketers and as researchers, we have overcome the notion that all woman are or should be homemakers, even though some of the mythology concerning sex differences still pervades many of our activities. Again, a careful research-based approach is necessary, because there is no reason to believe that approaches to task performance will be consistent either across tacks within the same household or across households.
There is limited support in the literature for this hypothesis Gentry and Doering undated. The best approach to take will be a cautious, research-based one, since change is not likely to occur simultaneously either across product categories or across market segments.
Herzog, Elizabeth and Sudia, Cecelia E. Various theories have been advanced to explain male-female roles in household decision making. The attention of researchers to the working-class market is therefore important and overdue.
Both observation and descriptive writing on the subject of household task sharing suggest that there are a variety of processes used in arriving at a, hopefully satisfactory, allocation of household tasks. In these cases, marketers often overlook the fact that profiles developed with these demographics alone are not optimized to deliver the strongest or most accurate results.
Custom Customer Profiles What if your target customer is a sub-segment of the adult population, such as Hispanics or women agesor even children? If we could believe that they are soon likely to adopt middle-class attitudes, values and patterns of behavior, their absence from most consumer behavior studies would not be an important omission.
Mapping Analytics has the solution. Ekstrom noted that numerous women lack the necessary skills to obtain employment that pays well enough to compensate for their absence from the home. Are they buying condominiums or making other types of investments? That segment is the working class woman.
If husbands are most willing to share tasks which have expressive aspects and if women are less eager to find recognition or self-fulfillment tasks that are essentially instrumental, it suggests a more pragmatic approach to the promotion of products used in routine tasks.
Whichever living arrangement, or combination thereof, is chosen, delaying marriage implies a longer period of independence for the young adult. As Kahne points out, the vast majority of these families are composed of children, a few include a male who is not defined as the household head, and still others are composed of other adult family members.
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OBJECTIVE OF THE STUDY. The diversity of working, as well as non-working, women is too great for generalizations that will prove useful across broad groups of people and of products. Approaches centered around life styles, decision processes and task orientations should replace a simple working/non-working dichotomy.
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