When you become a parent you begin to realize theta there is a huge new world or product that is in the market for all kinds of needs. Some are great and make your life easier with a baby or toddler, some others are cute and likable and a whole lot of them have a great marketing campaign behind them that is getting somewhere.
I began to look for meaningful toys that were fun and educational, and at the same time that they could support good eating habits for my daughter that was starting on solids. I was quite frustrated tho find the same toys everywhere. The toys representing TV or video’s characters were a hit, however they were not good for me, my kid didn’t know them (yet, of course). So I began a small enterprise that makes felt toys called Comiditas.
Anyway, I stared reading a book regarding these issues and was quite surprised with the findings. Here is just an example of a model which characterizes mothers with respect to their consuming habits towards kids products (or products with cartoons in order to draw children’s attention). This part of the book talks about Permissive or Restrictive mothers.
There is a research study called “Millennium Mon Segmentation Model” done by the famous marketing group WonderGroup. With this study, they measure mother’s purchasing behaviors in a scale from Permissive to Restrictive and it has 6 prototypes, three of each in various levels.
P1 represents the most permissive mother. According to the book, this group represents 7% of Generation-X mothers as a whole. The characterization mentions: “indulgent”, “impulse shopper”, “respond to brand”, respond to kid requests” while shopping, “allows the kids substantial freedom”, believe that “kids have rights, not responsibilities”. The following is their analysis on this group: A P1 mother is highly responsive to kid requests, but does not have high income. She is self-focused: not warm toward kids, and her attitude can be summed up as “Keep out of my life”. They are lower income, stretched to afford non-essentials, conspicuous and impulsive, single moms.
P2 is about 9% of the group. According to the model they are Heartland Moms, family-centric, a high percentage are Stay At Home Moms (SAHM); they are middle- to low income. 62% of this group are non-white, and is the second highest single Mom group.
P3 represent 24% of all Generation-X moms. This group view purchase as a family collaboration, they balance family/work and represent the highest percent full-time employed Moms. A P3 Mom is middle- to upper income and allows brands and non-essentials. In this group 70% are white and 60% married. Well-informed, politically active, health and nutrition conscious. P3 are the power group for marketers.
The other side of the model presents the Restrictive mothers, that represents 60% of the whole.
R3 is the less restrictive of them. This mother si called the evil twinsister of P3. She has a low response for to kid requests while shopping but is emotionally warm toward her children. R3′s represent the most educated group and have a family focus. This group is 22% of the whole.
R2 is 23% of Gen-X moms. These mothers wants to give in to kids requests but can’t financially, is middle to low income, frustrated because she can’t afford it, so she is annoyed with marketers, single- divorced Mom, less informed, a Wal-Mart shopper.
R1 the most restrictive mother of this model represents 15% of the group. She is tough, very cold, very strict, self-focused.
Now this has gotten me thinking… where am I and how much is my decision to be permissive or restrictive and how much is the marketing programs making me feel in one way or another…
The book is called “Buy, Buy Baby. How consumer culture manipulates parents and harms young minds” from Susan Gregory Thomas (Houghton Mifflin Company, 2007).
P.S. I have to say, this study was done in the US, so I think it might vary in Canada or other countries for sure.