Despite numerous marketing mix studies of detergents very little academic investigation to determine its significant marketing attributes exists. This paper aims to determine among advertising, branding and pricing attributes, what working mothers significantly consider when buying a detergent. Allowing working mothers to assign values in each attribute, the conjoint analysis method was used to determine the derived importance instead of the stated importance.
This enables the generation of a regression model with a variability of 0.70, describing the working mothers’ choice of detergent to reveal that price with a positive coefficient of 4.58, very high, p-value of 0.013, significant is the only attribute that emerge considerable, compared with brand with a positive coefficient of 0.83, very low, p-value of 0.61, not significant. Moreover, there were no significant difference among working mothers when grouped according to their employment status (full-time, part time or self-employed), civil status (single parent or married) and level of income (low, moderate or high). This implies that working mothers remains to be a market niche without any sub niche in the detergent market. Pricing strategy is the key for detergent companies who wanted to enter, maintain or increase their market share.
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION
- FRAMEWORK
- OBJECTIVES OF THE STUDY
- METHODOLOGY
- Research Design
- Statistical Treatment of Data
- Results and Discussions
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to determine the factors that significantly influence working mothers' choices when purchasing detergents. The research investigates the relative importance of advertising, branding, and pricing attributes in this decision-making process. Additionally, it explores whether distinct market niches exist within the detergent market for working mothers based on their demographic characteristics.
- Importance of marketing attributes for working mothers' detergent purchases
- Influence of advertising, branding, and pricing on detergent selection
- Identification of potential market niches within the detergent market for working mothers
- Impact of price on working mothers' detergent purchase decisions
- Analysis of market segmentation strategies for detergent companies targeting working mothers
Zusammenfassung der Kapitel (Chapter Summaries)
- INTRODUCTION: The chapter establishes the context of the study by examining the role of cleaning products in working mothers' daily lives. It explores the significance of detergents in household routines and highlights the globalized market for fast-moving consumer goods, including detergents. The chapter also analyzes the evolving marketing strategies employed by multinational companies (MNCs) in the detergent industry, particularly focusing on sachet marketing in developing economies like the Philippines. Additionally, it explores the targeting of mothers as a market segment by detergent companies, considering the increasing number of working mothers and their decision-making power in household purchases.
- FRAMEWORK: The chapter delves into the strategic breakthroughs employed by successful detergent companies, emphasizing the importance of identifying market gaps and implementing unconventional advertising approaches. It explores the role of packaging, advertising creativity, and competitive advertising interference in capturing market share. The chapter also examines the impact of brand-advertising and generic advertising strategies on detergent sales, the effectiveness of comparative advertising, and the challenges associated with artificial product differentiation and entry into new markets. Furthermore, it discusses the importance of brand equity in the detergent industry, considering the relationship between brand equity and price premiums, consumer experiences, and promotional effectiveness. The chapter concludes by analyzing the impact of brand equity on brand confusion and the challenges posed by conflicting brand messages.
- OBJECTIVES OF THE STUDY: This chapter outlines the research objectives, which aim to determine the significance of advertising, branding, and pricing attributes in working mothers' detergent purchase decisions. It also explores whether distinct market niches exist within the detergent market for working mothers based on their demographic characteristics.
- METHODOLOGY: The chapter details the research design, including the purposive stratified sampling techniques and mixed method sampling strategy employed. It outlines the selection of respondents, the use of self-constructed questionnaires, and the validation process. The chapter also describes the application of conjoint analysis, a causal research design, which allows for assessing the tradeoffs between advertisement, brand, and price attributes of detergents.
Schlüsselwörter (Keywords)
The research focuses on the marketing attributes influencing working mothers' detergent purchasing decisions. Key themes include detergent pricing, conjoint analysis, multiple regression analysis, variance analysis, and market segmentation strategies for the detergent industry. The study examines the impact of various factors, including advertising, branding, and price, on consumer preferences, particularly within the context of working mothers in Davao City, Philippines, and Southeast Asia.
- Quote paper
- Vicente Salvador Montaño (Author), Manuel S. Ortega (Author), 2016, Working Mothers Buying Detergents. Only Price Matters, Munich, GRIN Verlag, https://www.grin.com/document/335925
