Working Mothers Buying Detergents. Only Price Matters

Research paper from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, , language: English, abstract: Despite numerous marketing mix studies of detergents very little academic investigation to determine its significant marketing attributes exists. This paper aims to determine among advertising, branding and pricing attributes, what working mothers significantly consider when buying a detergent. Allowing working mothers to assign values in each attribute, the conjoint analysis method was used to determine the derived importance instead of the stated importance. This enables the generation of a regression model with a variability of 0.70, describing the working mothers' choice of detergent to reveal that price with a positive coefficient of 4.58, very high, p-value of 0.013, significant is the only attribute that emerge considerable, compared with brand with a positive coefficient of 0.83, very low, p-value of 0.61, not significant. Moreover, there were no significant difference among working mothers when grouped according to their employment status (full-time, part time or self-employed), civil status (single parent or married) and level of income (low, moderate or high). This implies that working mothers remains to be a market niche without any sub niche in the detergent market. Pricing strategy is the key for detergent companies who wanted to enter, maintain or increase their market share.