Take a minute to think
about who holds the spending power in your household, your friends’ households,
or the household you lived in while growing up. While no family operates in the
exact same way, it wouldn’t surprise me if most of the money spenders were the
mothers.
Consider this, who is
the person that buys groceries, goes back to school shopping with the kids, and
purchases the household necessities like shampoo and laundry detergent? Chances
are it’s the mother who is often referred to as the “chief financial officer”
for their household by marketers.
It’s important for
marketers to define their target audience but more importantly they need to
know their behaviors. eMarketer released a study claiming that mothers tend to
be bargain hunters. There are more single mothers in today’s society than in
the past which means more women are living in a one paycheck household. For
these women especially, good deals are important.
This chart shows that
mothers are more likely to shop around, wait for sales, and cut coupons than
women without children.
In order to reach mothers, marketers must know their priorities, and for most moms out there, price is at the top of the list.
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