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

PDF Version Also Available for Download.

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 for this study. The principal sources of secondary data are the 1960 and 1970 U.S. Government Census Tracts of the Census of Population. ... continued below

Physical Description

xi, 354 leaves

Creation Information

McCall, Suzanne H. May 1974.

Context

This dissertation is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. More information about this dissertation can be viewed below.

Who

People and organizations associated with either the creation of this dissertation or its content.

Chair

Committee Members

Publisher

Rights Holder

For guidance see Citations, Rights, Re-Use.

  • McCall, Suzanne H.

Provided By

UNT Libraries

The UNT Libraries serve the university and community by providing access to physical and online collections, fostering information literacy, supporting academic research, and much, much more.

Contact Us

What

Descriptive information to help identify this dissertation. Follow the links below to find similar items on the Digital Library.

Degree Information

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 for this study. The principal sources of secondary data are the 1960 and 1970 U.S. Government Census Tracts of the Census of Population. The primary data was obtained from a questionnaire, sent to 1,093 women residing in specific Census Tracts within the Dallas, Texas Standard Metropolitan Statistical Area. The Tracts were selected by geographical dispersion and statistically tolerable limits for female labor force participation and median family income. This criteria insured the inclusion of women for whom the value of work was either high or low. The analysis of the data revealed that working women may be segmented into a distinct consumer market. Demographic characteristics related to consumer behavior were found to be (in order of importance) Age, Income, Education, Age of Children at Home, and Marital Status. The working woman is more likely to be younger, unmarried, have fewer, if any, children at home, and have a family income of less than $10,000 dollars, than her nonworking counterpart. Major differentials, related to work status were found in the areas of Food Shopping, Personal Clothing Shopping, Use of Leisure Time, Newspaper Readership and Television Viewing, Frequency of Eating Out, Use of Vending Machines, Use of Mail Order Catalogs, Attitude Toward and Use of Discount Houses, Opinion and Use of Advertising and Its Portrayal of Women, and Use and Knowledge of Credit. The use of services was more related to income than to work status.

Physical Description

xi, 354 leaves

Language

Identifier

Unique identifying numbers for this dissertation in the Digital Library or other systems.

Collections

This dissertation is part of the following collection of related materials.

UNT Theses and Dissertations

Theses and dissertations represent a wealth of scholarly and artistic content created by masters and doctoral students in the degree-seeking process. Some ETDs in this collection are restricted to use by the UNT community.

What responsibilities do I have when using this dissertation?

When

Dates and time periods associated with this dissertation.

Creation Date

  • May 1974

Added to The UNT Digital Library

  • May 10, 2015, 6:16 a.m.

Description Last Updated

  • Feb. 27, 2017, 10:19 a.m.

Usage Statistics

When was this dissertation last used?

Yesterday: 0
Past 30 days: 0
Total Uses: 8

Interact With This Dissertation

Here are some suggestions for what to do next.

Start Reading

PDF Version Also Available for Download.

International Image Interoperability Framework

IIF Logo

We support the IIIF Presentation API

McCall, Suzanne H. 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, dissertation, May 1974; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc503889/: accessed October 17, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .