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Melody PlumbChristina JannatiMegan FlorezRachel LoweryStay-at-Home Moms

DemographicsMarried womenForeign-born, HispanicYounger women (15-24)High school education or lessLarge family, with one or more children under the age of 5. Income is a wide range

PsychographicsHard-workingVocal, engaged, and involved community membersDevoted to their children and spousesMajority of spending is on children or family as a whole

What about a Stay-at-Home Mom?Stay-at-Home Mothers (dv): those wives who reported being out of the work force all last year while their husbands report being in the labor force all last year ( 50 weeks or more)

Stay-at-Home Moms are the ones who are usually doing all the shopping, taking the kids to and from school, budgeting the familys income, cleaning the house, even working from home.An All-American Family2.5 people in the average size household

$63,091 net income (before taxes), 1.3 of the household making the earnings

This money is spent on housing, healthcare, transportation, food, clothing, education, etcCost of Raising a ChildTotalHousingFoodTrans.ClothesHealthCare/schoolMisc.IncomeUp to $41,7000 to 2$7,040 $2,680 $980 $820 $350 $530 $1,020 $660 3 to 57,2102,6501,0908003405001,1506806 to 87,2502,5601,4009303805806807209 to 117,2202,3101,6801,01042063041076012 to 148,0702,5801,7701,13071064029095015 to 178,0002,0801,9101,530630680480690Total$134,370 $44,580 $26,490 $18,660 $8,490 $10,680 $12,090 $13,380 $41,700 to $70,2000 to 2$9,840 $3,630 $1,170 $1,230 $410 $690 $1,680 $1,030 3 to 510,1203,6001,3501,2004006601,8601,0506 to 810,0303,5101,7201,3304407501,1901,0909 to 119,9103,2602,0301,4104908207801,12012 to 1410,6403,5202,0501,5408308205701,31015 to 1710,9003,0302,2701,9507408709801,060Total $184,320 $61,650 $31,770 $25,980 $9,930 $13,830 $21,180 $19,980 Over $70,2000 to 2$14,620 $5,770 $1,550 $1,720 $540 $790 $2,530 $1,720 3 to 514,9605,7301,7601,6905307602,7501,7406 to 814,7105,6402,1201,8205808701,9001,7809 to 1114,4705,4002,4601,9006309401,3201,82012 to 1415,2705,6602,5802,0301,0409401,0102,01015 to 1715,8105,1602,7202,4609509901,7801,750Total$269,520 $100,080 $39,570 $34,860 $12,810 $15,870 $33,870 $32,460 Breaking it down

Product PositioningMarketers can catch the attention of stay-at-home moms by positioning their products toward children and families.Television commercials and advertising on the internet are the most effective ways to catch the attention of this subculture. Product sampling, along with coupons and pamphlets are another way to reach stay-at-home moms.

Works CitedAnonymous,.The Problem That Has No Name.(2010). American Journal of Public Health,100(9),1582-4. Retrieved October 17, 2010, from ABI/INFORM Global. (Document ID:2120365051).Bohan, David. WhyMomsRule.com Poll: Insights on Moms ShoppingPatterns. (August 16-20, 2010). Retrieved October 17, 2010 from: http://whymomsrule.com/2010/09/30/whymomsrule-com-poll-insights-on-moms%e2%80%99-shopping-patterns/

http://moneycentral.msn.com/content/collegeandfamily/raisekids/p37245.asphttp://moneycentral.msn.com/content/collegeandfamily/p46800.asphttp://www.visualeconomics.com/how-the-average-us-consumer-spends-their-paycheck/http://www.thesimpledollar.com/2010/01/04/how-the-average-american-family-spends-their-income-and-how-to-trim-it/http://2010.census.gov/mediacenter/portrait-of-america/us-house-stats.php