Husband‐dominant, wife‐dominant, joint: a shopping typology for baby boom couples
Abstract
Argues that to design optimal product, promotion, pricing and distribution strategies, marketers of goods and services used by married couples must understand how spouses allocate shopping responsibilities. Assesses how married couples actually have altered their attitudes about the allocation of household purchase responsibilities and suggests to marketers strategies appropriate to the changes.
Keywords
Citation
Lavin, M. (1993), "Husband‐dominant, wife‐dominant, joint: a shopping typology for baby boom couples", Journal of Consumer Marketing, Vol. 10 No. 3, pp. 33-42. https://doi.org/10.1108/07363769310041974
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited