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Implications for research, marketing strategy, and public policy are discussed. The issues treated herein are those raised by the other five participants in this session. As an organizing framework, I will first treat issues directly observable in current demographic trends and then treat some interpersonal issues.
These factors have both individual and interactive effects. As young adult singles they may continue to live with their parents, live alone, live with one or more persons of the same or with increasing frequency, opposite gender, or live under the arrangement euphemistically described as co-habitation.
Whichever living arrangement, or combination thereof, is chosen, delaying marriage implies a longer period of independence for the young adult. The individuals who have experienced this protracted period of social and financial independence will bring to their eventual marriages a broad array of consumer skills.
These consumer skills will be the result of both their own experience and of exposure to the life styles of other young adults including roommates, co-workers, and friends. Singlehood tends to force the acquisition of non-traditional consumer skills for both genders.
For instance, the woman is likely to have purchased and maintained one or more cars and the man is likely to have prepared meals, maintained an apartment, and done the shopping associated with the performance of traditionally female tasks. Upon marriage, these persons are less likely to model cheer consumption patterns and decision-making processes upon the, probably traditional, patterns of their parents than are couples who lack this lengthy exposure to diverse and, often non-traditional, life styles prior to marriage.
Both the nature of consumption-related decisions and the processes by which they are made will be affected. This sense of identity, reinforced by dual incomes, is likely to result in more autonomous decision-making by these couples.
Extensive pre-marital experience as single consumers may, over time, result in a more flexible approach to the division of household and other consumption-related tasks.
Change is unlikely to be rapid, however. The most non-traditional attitudes and behavior should be exhibited by cohabiting couples, since they have chosen a relationship which is not sanctioned by a large proportion of our society. Still, a study of the division of household labor which included cohabiting couples Stafford, Beckman and Dibona found that even these couples were dividing tasks in the traditional, gender-linked manner.
Even so, some change is becoming apparent. In earlier research dealing with meal preparation by husbands, Wortzel and I speculated that couples today seem increasingly inclined to perform at least the more creative tasks on the basis of personal preference as opposed to traditional gender roles Robert and Wortzel a.
This is likely to become increasingly true as more young persons experience protracted periods of singlehood. While this is promising from the viewpoint of the demands on time of the working woman - and admittedly an over-optimistic one from the viewpoint of current time use research - it is a perplexing one for marketers.
It has been difficult enough to select target segments, determine appeals, and accurately portray women as their roles have multiplied. The best approach to take will be a cautious, research-based one, since change is not likely to occur simultaneously either across product categories or across market segments.
Since higher education is related to delayed marriage, another implication is that both partners will bring increased financial resources into the initial years of marriage. This will clearly allow for a more rapid accumulation of a stock of high-quality durable goods as well as for continued high expenditures on personal consumption goods, services, travel, and leisure pursuits.
One might start with the proposition that for the majority of American families having a child is now a conscious decision reached jointly by husband and wife. In her introduction to a special issue of the Psychology of Women Quarterly which deals with determinants of fertility, Russo states that "there is overwhelming scientific evidence that we value what we perceive ourselves to have freely chosen" Russop.
Marketers should question whether fathers react similarly to mothers with respect to attributes of child care and entertainment products. Will they be more, less, or equally concerned about convenience in use, health and safety aspects, and educational benefits of products, for instance?
It seems clear that promotional activities-for child-related products should reflect increasing male involvement. Advertising themes, media selection and role portrayals may all be affected.
Current television advertising for a new brand of disposable diapers can be cited as an example of portraying equal involvement of both parents in infant care. The high educational level of these parents is likely to increase the size of the market segment which is extremely critical and demanding with regard to child-related products.
Their expectations for quality in all types of products will be high. They will expect toys to provide developmental and learning experiences as well as entertainment. The increased financial resources they have accumulated as a result of delayed marriage, coupled with few children as a result of decreased family size, will allow sizeable expenditures on each child.
The impact of large numbers of first births as well as many single-child households will increase the economic impact of this "echo baby boom" since higher per-capita expenditures are typical for first-born children Cardozo and Haefner Since many women may be delaying the birth of the first child until careers are well established, most of them are likely to return to the labor force very quickly, if they leave it at all.
The resulting segment of well-educated and affluent two-worker families may choose to spend as little time as possible on activities that represent merely "custodial care" of the home or the children.The statistics of the last decade are an evidence of how companies have been reacting to the changes in consumer behaviour.
From to , for instance, top 25 fast-moving-consumer-goods (FMCG) and durable companies grew at a compounded rate of 13 percent.
Growth Five trends that will change consumer behaviour in Recognition purchasing Brick and mortar and e-commerce have been fiercely competing over the past handful of years, but the line. Top 5 ways consumer shopping habits have changed since Consumer behavior has shifted in the last decade.
How Consumers Have Changed Over the Years | The Modern Consumer. Many remarkable changes have taken place in Indian consumer buying behaviour over the last five years.
Some of them are: 1) Television penetration rose . Consumers in in India >40% of the consumers in India are between 20 and 49 years of age. Modern consumer behavior has altered so drastically over the last few years that even in a Consumer behavior is the massive push behind omnichannel strategy needs for brands.
You should begin tracking everything immediately so that you can start gathering data around your customer behavior. Making early changes in any step of .