Tuning Into Mom: Understanding Americas Most Powerful Consumer

Tuning Into Mom: Understanding Americas Most Powerful Consumer (ePDF)

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Tuning Into Mom: Understanding Americas Most Powerful Consumer
Purdue University Press

Book Description

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.

About the Author(s):

Michal Clements is the Managing Principal of Insight to Action, a strategy consultancy She began her strategy consulting career at Booz & Co., followed by more than ten years as a partner with The Cambridge Group and ten years running her own firms (first Orrington Strategies, then Insight to Action, Inc.). 

Ms. Clements specializes in understanding customers to drive action oriented recommendations and business strategies for consumer products, financial services, and business-to-business clients.   Her approach combines in-depth industry, consumer and competitive marketplace insights with creativity and client collaboration to create credible, definable and measurable blueprints for action.

Teri Lucie Thompson is Senior Vice President University Relations and Chief Marketing Officer at The University of Arizona. She previously served as vice president of marketing and media for Purdue University, vice president marketing for Safeco Insurance and held a number of marketing leadership roles at State Farm Insurance, where she spearheaded the company's efforts in marketing to women. Both women are founding board members of the Marketing to Moms Coalition and co-creators of the annual State of the American Mom survey.