Correcting a basic market research anomaly!
Consumers live their lives as ‘
’and not households. And familyconsumptions get driven by the all the people living in them andnotjust by the ‘chief wage earner’of the house
How a family consumes gets defined as much by the ‘familycomposition’and the ‘
’the family is in, as by its socio-economic status and the ‘ability to spend’
It is therefore important to ‘distinguish’and understand families bytheir ‘
’to target them appropriately