Marketing changes

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Recommended: Family structures and roles in contemporary

There have been many significant changes within our society. One of this is the changing gender roles within our society and another is the changing attitudes toward health & fitness. Both of these have impacted on consumer preferences or buying habits.

Gender roles are no longer as accurate as it once was. There is now a trend of reserved roles. This is due to the continued growth in a number of dual income households. There has been an increase of women in the workforce in the fast few years.

Women in the paid workforce spend less time shopping than the stay at home women. They tend to shop in the evenings and on weekends due to their busy schedules. They tend to swap stores which they shop in due to convenience. This happens due to the time constraints but still earning an income they are less likely to be price conscious. The working women are more likely to purchase convenience foods and products and they tend to be brand and store loyal.

In this current society women have different material (clothing) needs to the stay at home women versus the working women.

Males are now also more involved in purchasing household products. Some men now do their shopping via the internet rather than physically enter the stores. Because they use this type of method it is harder to record their purchasing habits. They have moved away from traditional roles. Women are now taking a greater role in deciding which products to buy. Buying decisions have moved away from being male/husband denominated to become automatic. i.e. many families now have two cars and they tend to make their purchase decision separate.

Direct marketers are now targeting time pressured women who use catalogues, telesales and internet sites as ways of shopping may it be for clothing as well as household and family needs. They have also used this method to target men who now also do the shopping.

Marketers who are aware of this change have developed changes to their product design and advertising appeal/styles. Some advertisements have been positive and some offending. I.e. Detergent Ads.
Marketers are increasingly attempting to cash in on the belief that men are getting in touch with their feminine side.
Many businesses have now marketed their services/ products to suit these changing gender roles. One of this is restaurants. Plenty of them now offer home delivery service. There is also an increase in takeaway stores catering for these busy men and women.

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