Promotional Media Usage Patterns Among Women: Occupational and Marital Status Differences

J. Joseph Cronin, Scott W. Kelley

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

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.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
Pages284-287
Number of pages4
DOIs
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.

Keywords

  • Household Production
  • Information Source
  • Promotional Medium
  • Shopping Behavior
  • Window Display

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

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