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, Tuning Into Mom provides a new approach to understanding the "American Mom" market, examining the effect of age of the eldest child on hot-button areas for moms, including food, exercise and sports, education, safety and health, technology, and fashion and beauty. The authors examine the mom's influence on (or control of) the purchasing habits of moms with children in six different age categories; from infants and toddlers to young adults. The book highlights how mom's concerns and priorities change, both for her child and for herself, and includes an easy to reference Theme Resource Guide tool to enable the reader to easily 'tune in' to the most relevant information.
In doing so, it brings focus to the frequently-overlooked purchase influence of moms on teenagers and young adults (up to age 29). 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.