Mothers Pass on Shopping Habits and Brand Preferences to Their Daughters

Daughters' brand preferences are significantly influenced by the brand preferences of their mothers, though the degree of influence varies by brand and product category, according to a study by marketing researchers at the University of Notre Dame and the University of Florida.

Mothers and college-age daughters were surveyed separately about their brand preferences for goods commonly bought at the grocery store, including food items and packaged goods. To determine awareness of brands as well as preference, study participants were asked both about brands they consider buying and brands they generally purchase. Mothers and daughters were also asked to recall each others' preferred brands.

Daughters correctly identify mothers' preferred brands 69% of the time. Daughters were asked to choose one brand and the results were measured against the one to three brands their mothers consider most seriously when …

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Publication information: Article title: Mothers Pass on Shopping Habits and Brand Preferences to Their Daughters. Contributors: Not available. Magazine title: Marketing to Women: Addressing Women and Women's Sensibilities. Volume: 15. Issue: 9 Publication date: September 2002. Page number: 1+. © 2009 EPM Communications, Inc. COPYRIGHT 2002 Gale Group.

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