Understanding Moms’ “Mental Wallets” for Consumer Packaged Goods

This brief presentation based on survey data looks at mothers and the different 'mental wallets' into which they categorize products.
These include: indulgence, sanity, lifestyle and basic. With Moms scrutinizing their grocery purchases with vigilance and rigor, anything they view as an indulgence has a harder time making it into their grocery carts. By re-positioning products in ways that speak to moms’ practical and emotional needs, brands can move themselves into a more economically resilient mental wallet....

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