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 language | English |
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Title of host publication | Developments in Marketing Science |
Subtitle of host publication | Proceedings of the Academy of Marketing Science |
Pages | 284-287 |
Number of pages | 4 |
DOIs | |
State | Published - 2015 |
Publication series
Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
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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