Understanding Why Moms Buy
posted by Jessica VitaleTuesday, March 3rd, 2009
A study recently asked moms about the driving forces behind their food purchases when it comes to their kids. The results showed that moms are choosing healthier foods – products that are “healthy and nutritious” and “will establish good eating habits for the long run.” Perhaps not a big surprise in this day and age – Mom’s are supposed to feed their children nutritious food, right? But this wasn’t the only or most important purchase driver, equal was their child’s preference — wanting to give them something that they know, as a Mom, their child will love and also something they will eat without a fuss. So yes, moms want to know a product is healthy, but they also want to know their child is going to love it. These findings can be expanded beyond food to anything that a Mom buys for her children – I think we can extrapolate that whatever the purchase, moms want not only the best thing for the child but also the thing their child will like best. As marketers we need to keep this in mind when developing messages and make sure we are speaking to all the reasons moms purchase products.
