Second, sociocultural changes in behavior , attitudes, and beliefes also affect the demand for a business's products and services. Today,with more married women with children in the work force, traffic congestion creating longer commutes, and both parents working longer hours, people are much more likely to value products and services that allow them to recapture free time with their families. Thus, people especially working mothers-use numerous services to help reduce the amount of time they spend doing chores and household management tasks.