Abstract
This paper analyzes the differences in promotional media values as they pertain to unemployed-married women, and employed-single women. Data was collected through a random telephone survey in two major midwestern metropolitan areas. Results indicate that employed-married women place a greater value on instore promotional media than either unemployed-married women or employed-single women. Implications for retail managers are presented.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bellante, Don and Ann C. Foster (1984), “Working Wives and Expenditure on Services,” Journal of Consumer Research, 11 (September), 700–707.
Coen, Robert J. (1982), “Industry Revenues Outpace GNP in ’81,” Advertising Age, 53 (March 22), 10.
———— (1983), “Ad Industry Topped Others in Recession,” Advertising Age, 54 (May 30), 3.
Davidson, William R., Daniel J. Sweeney and Ronald W. Stampfl (1984), Retailing Management. New York: John Wiley and Sons.
Joyce, Mary and Joseph Guiltinan (1978), “The Professional Woman: A Potential Market Segment for Retailers,” Journal of Retailing, 54 (Summer), 59–70.
Marquardt, Raymond A., James C. Makens and Robert G. Roe (1983), Retail Management: Satisfaction of Consumer Needs. Chicago: The Dryden Press.
Marshall, Christy (1983), “Ad Spending Seen Climbing 13.8%,” Advertising Age, 54 (December 19), 3.
McCall, Suzanne H. (1977), “Meet the ‘Workwife,’” Journal of Marketing, 41 (July), 55–65.
Nickols, Sharon Y. and Karen D. Fox (1983), “Buying Time and Saving Time: Strategies for Managing Household Production,” Journal of Consumer Research, 10 (September), 197–208.
Reinertsen, Lauren (1978), “N.J. After 5 Shoppers Seek Daytime Selection, Service,” Supermarket News, (September 18), 4.
Strober, Myra H. and Charles B. Weinberg (1980), “Strategies Used by Working and Nonworking Wives to Reduce Time Pressures,” Journal of Consumer Research, 6 (March), 338–348.
Statistical Abstract of the United States: 1984. Washington, D.C.: U.S. Bureau of the Census, 1983, 104th edition.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Cronin, J.J., Kelley, S.W. (2015). Promotional Media Usage Patterns Among Women: Occupational and Marital Status Differences. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_60
Download citation
DOI: https://doi.org/10.1007/978-3-319-16943-9_60
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
Online ISBN: 978-3-319-16943-9
eBook Packages: Business and EconomicsBusiness and Management (R0)