Men having greater role when it comes to buying packaged goods, research shows

Nevin Barich

Nevin Barich

Oct 17, 2011 – Industry Intelligence

LOS ANGELES , October 17, 2011 () – Research is suggesting that while moms remain the primary marketing target for packaged goods, dads should also not be ignored, AdAge.com reported Oc. 16.

An Ipsos LMX family study found dads having a significant role in places where packaged foods play a factor. The study showed that dads were 50% more likely than moms to take the kids to movies, and were also more likely to take the kids to theater, sporting events or concerts.

According to a Yahoo survey taken late last year of 2,400 U.S. men ages 18 to 64, more than half consider themselves the primary grocery shoppers in their household.

However, New England Consulting Group's survey of 200 men and women indicated that 70% of consumer-package-goods volume is still purchased by women.

The primary source of this article is AdAge.com, Detroit, Michigan, on Oct. 16, 2011.

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