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Survey: Moms still make most household purchase decisions

BY Dan Berthiaume

New York – Although dads are making inroads, moms still dominate purchase decisions in most U.S, households. According to a September 2013 survey by Child’s Play Communications, moms remain the major household purchasing decision maker in about 80% of families.

Other notable findings include:

  • Moms are responsible for the majority of household purchase decisions, about two-thirds. This is notable because it contrasts with the long-held belief that moms are responsible for about 80% of household purchasing decisions, an indication that dads are getting more involved.
  • Dads continue to dominate decision making in what might be considered traditionally "male" categories. 55.3% of moms and 62.2% of dads said that dad was entirely responsible for buying decisions related to home repair and 50% of moms and 57.0% of dads said dad had sole responsibility for lawn & garden. Meanwhile, roughly a third or more said dads handle all decision making for automobiles (38.4% of moms, 48.6% of dads) and technology (31.8% of moms, 35.1% of dads). The percentages remained similar when families were asked what dads were "primarily" vs. "entirely" responsible for.
  • Moms, however, dominated purchasing decisions for children’s products. In fact, dad’s role here was noticeably minimal. Moms said that only 1.1% of dads were entirely responsible for buying children’s toys and clothes and dads were in close agreement, claiming sole responsibility for 2.2% of toy purchases and 1.2% of children’s clothes.
  • The balance improved when families were asked where they shared responsibility equally. The four categories that ranked significantly higher than others among both moms and dads were home furnishings (51.0% of moms and 46.0% of dads said decision making here was shared equally), family travel (51% and 46.6%), family entertainment (43.2% and 43.1%) and appliances (41.4% and 36.2%).

"Dads are becoming the "new ‘new’ thing" in marketing to parents," said Azzarone. "Our study clearly shows where dads are key decision makers today and where they still play minor roles, so that brands can make wise choices when allocating their marketing dollars."


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Coupons.com names Safeway exec as COO, CFO

BY Dan Berthiaume

Mountain View, Calif. – Coupons.com Inc. has hired Mir Aamir, former president of loyalty and digital technologies at Safeway Inc., as the company’s COO and CFO. Aamir brings more than 18 years of finance, strategy and operating experience, primarily in the retail CPG industries.

He will oversee all financial and accounting functions, currently managed by CFO and general counsel Richard Hornstein, who will continue in the role of general counsel and chief legal officer. Aamir, in addition to the finance functions, will also oversee the company’s operations and the international business.

“For the past 15 years Coupons.com has worked to bring a digital consumer experience to high-volume retail and CPG industries,” said Steven Boal, CEO of Coupons.com. “Mir has also been a pioneer in this space and is a recognized and well respected thought leader who brings extensive, highly relevant experience to our business.”

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Build.com leverages real-time price data

BY Dan Berthiaume

Chico, Calif. – Online home improvement retailer Build.com has successfully deployed 360price, 360pi’s exact match solution, to monitor pricing for more than a billion permutations and combinations of products, categories and competitors. Build.com seeks to leverage real-time price intelligence to drive conversions, revenues and margins.

“We recognized early on that the dynamics of the home improvement market are ideal for online shopping with consumers looking for simpler and quicker access to a greater selection of products than possible with a traditional big-box retailer,” said Brandon Proctor, VP of marketing, Build.com. “Online competitive pricing is a moving target and we need to have insight into the pricing strategies of other leading retailers in the home improvement category to build and reinforce our competitive advantage. We selected 360pi for their proven ability to deliver accurate product and price matches for a very large number of SKU’s, categories, and competitors.”

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