Four variables need to be collapsed. The first one considered is family household status. There were seven subcategories under family status but there were two subcategories that deem to be most significant for the marketing analysis which were “Married Couple Family” and “Married Couple Family w/ Children <18”. Household structure can influence family and consumer behavior. This means the type of a family, whether there are children or not influences the purchasing decisions in a household. Based on a study by Amir Ishaque and Muhammad Tufail on a sample of 125 parents, “demographic and social shifts have changed the attitude of parents and thus given the children an increased status of influencing purchasing decisions” (2014). Since Widgecorp is in the business of snack foods, children are one of the major populations with the high demand for this food type. Management can use this information in their marketing decisions, campaigns and strategies in this market segment.
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