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Tuning into mom : understanding America's most powerful consumer

Author: Michal Clements; Teri Lucie Thompson
Publisher: West Lafayette, Ind. : Purdue University Press, ©2011.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic resource
Electronic books
Additional Physical Format: Print version:
(DLC) 2011023368
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Michal Clements; Teri Lucie Thompson
ISBN: 1612491707 9781612491707 9781612491714 1612491715 1283283859 9781283283854
OCLC Number: 768167296
Description: 1 online resource
Contents: 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.
Responsibility: Michal Clements and Teri Lucie Thompson.
More information:

Abstract:

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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