Posted By Malena in Blog
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Purchase habits – what a consumer usually looks for (or looks out for) in products, tends to notice, value, and eventually chooses to buy – adapt to one’s lifestyle. This is a major reason why targeted ads work better than conventional advertising.

Since starting a family sets off a chain reaction of life changes, it is crucial to look at how having children changes the way women see products; and if there is a difference in how they decide whether or not to buy certain items. The study found that women generally change their purchase criteria for multiple products upon entering motherhood.

The top category that sees a change in purchase criteria is groceries/ food & beverage, followed by cleaning items, personal care & beauty products, and apparel & accessories. On the other end of the spectrum are items of higher value: travel, financial services/ insurance, cars, and consumer electronics.

Singaporean mums, in particular, change their purchase criteria the most across categories.

For the larger ticket items, the study found that the bigger the size of the family, the bigger the change in purchase criteria.

Note that women pregnant for the first time showed the least change in purchase criteria across these “high value” categories, as these are not the immediate concerns of new mums and mums-to-be.

 


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