Working wife and nonworking wife families as a basis for market segmentation
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Working wife and nonworking wife families as a basis for market segmentation by Susan P Douglas

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Published by Marketing Science Institute in Cambridge, Mass .
Written in English


  • Women consumers,
  • Consumers

Book details:

Edition Notes

Statementby Susan P. Douglas
SeriesWorking paper - Marketing Science Institute ; no. 75-114
The Physical Object
Pagination38 p. ;
Number of Pages38
ID Numbers
Open LibraryOL14609096M

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  This study examines working-wife (WW) and nonworking-wife (NWW) family purchases of, and amount spent for, time-saving durables, other durables, hobby and recreation items, vacations, and college education. Size of total family income and whether the family moved recently to a different house in which they had some equity were important Cited by:   Family decision-making patterns have also been used as a basis for market segmentation (Kang, Hsu, & Wolfe, ). These studies have revealed a more egalitarian decision-making process in. • Opportunity cost of not working in the market is greater for husband than for wives – On for nonworking and PT working wives. Share of housework: Summary stats. Wife Not Working. Wife Working Part-time. Wife Not Working Wife Working Part-time Wife Working Full-time. Douglas, Susan (), “Working Wife and Nonworking Families as a Basis for Market Segmentation, Marketing Science Institute working paper No. 75–, Cambridge, Mass: Marketing Science Institute. Google Scholar.

  What is demographic segmentation? Demographic segmentation divides the market into smaller categories based on demographic factors, such as age, gender, and income. Instead of reaching an entire market, a brand uses this method to focus resources into a defined group within that market. The major problem with families that have just one member earning is that the risk is very high. If anything happens to the husband’s job, the whole family struggles. On the contrary, if you have a working wife, the scenario changes drastically. A working wife provides monetary support to the family.   Working Wife OR House Wife??? - When a chef cooks in a top notch restaurant, then wee see it as a flourishing career but when a women cooks .   Working wives in married-couple families, – J Among married-couple families, 53 percent had earnings from both the wife and the husband in , compared with 44 percent in Couples in which only the husband worked represented 19 percent of married-couple families in , versus 36 percent in

What is market segmentation? At its core, market segmentation is the practice of dividing your target market into approachable segmentation creates subsets of a market based on demographics, needs, priorities, common interests, and other psychographic or behavioral criteria used to better understand the target audience.. By understanding your market segments, you can leverage. The most common type of behavioural segmentation is around user segments. In , the market researcher Twedt made one of the earliest departures from demographic segmentation when he suggested that the heavy user, or frequent consumer, was an important basis for segmentation. working wife and mother is, therefore, left to her de-vices to cope as wage or salary earner and unpaid houseworker. When the number of hours a working wife labors outside the home are added to the time spent on house-hold chores, some studies have concluded that most working wives wind up laboring more hours per week than their husbands. How to Market to Housewives. Married women who choose to manage their homes rather than climb a corporate ladder are a growing market segment that breaks stereotypes, makes key decisions and holds the purse strings. Overlook this savvy group and you miss out on serious profit; market the wrong way and you risk losing.