An Investigation of the Differential in Consumer Behavior of the Working Woman as Opposed to the Non-Working Woman, and the Resulting Impact on the Performance of Marketing Functions and Institutions
Description:
The purpose of this research is to investigate the differentials and commonalties in the consumer behavior and attitudes of the working woman as opposed to the non-working woman. The findings of the research are analyzed to determine their impact on the performance of marketing institutions and functions. The major hypothesis tested in this research is: Working women comprise a distinct market segment, which differs in kind from the non-working woman. Both primary and secondary data are used fo…
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Date:
May 1974
Creator:
McCall, Suzanne H.
Partner:
UNT Libraries