POSSIBLE SELVES AND CONSUMER BEHAVIOR AMONGST FIRST TIME MOTHERS AS RELATED TO SHOPPING FOR BABY GOODS

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Abstract:

This research focuses on the purchasing cycle and the consumer behaviour of first time mothers and their variance with regards to the mothers' age, education and marital status.

Many studies have examined the changes in the household structure, from the traditional family mother, father and children to modern family structures that include divorce, unmarried couples or single mothers.

Becoming a mother for the first time involves many aspirations, goals and fears with which they have to deal. These major changes affect the mother's possible selves.

This study examines the relationships between the mothers' anxiety level, the depth of their information search, and the evaluation phase. This relationship was tested against the status of the mother, either having a married or unmarried co-parenting arrangement with a partner, or single mothers by choice no relationships with the child's father.

The pilot research includes 46 first-time mothers who gave birth in the last two years in Israel. The interviewees varied as regards age, level of education and marital status, and were interviewed about their consumer behaviour habits as related to baby goods such as stroller, crib, changing table or carrier.

Based on the results of these interviews, we built a model explaining consumer behaviour of firsttime mothers based on the various characteristics described above.

Keywords: First-time mothers; arented mother; evaluation; possible selves; shopping goods

Document Type: Research Article

DOI: http://dx.doi.org/10.5848/APBJ.2012.00039

Publication date: January 1, 2012

More about this publication?
  • The International Journal of Management Cases (IJMC) developed in 2002 from its predecessor The Journal of Management Cases, and present case studies across a broad range of management disciplines. The IJMC is the official journal of the CIRCLE Research Centre. CIRCLE (Centre for International Research Consumers, Locations and their Environments) is a virtual research group spreading over 70 universities.
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