1. Female-headed Single Parent Families.
- Author
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Ahuda, Roshan D. and Walker, Mary
- Subjects
CONVENIENCE foods ,RESTAURANTS ,FEMALES ,PARENTS ,CONSUMER behavior ,DECISION making ,CHILDREN - Abstract
This article reports on the convenience food and restaurant use habits of female-headed single parent families. Consumer behavior researchers have been encouraged to study the family, especially with respect to decision making. The most comprehensive existing theoretical marketing model on family purchasing and decision making assumes that children are growing up in a two parent family structure. However, in actuality, the family structure today includes not only married couples with children, but also a myriad alternative family structures, including female-headed single parent families. According to the 1990 US census, there are 92 million households in the United States, with 70 percent considered family households and 30 percent considered nonfamily households. Of the 64 million family households, approximately 11 percent are headed by females alone, compared with 5 percent in 1970. Female-headed single parent families represent the fastest growing family type, up 36 percent since 1980.
- Published
- 1994
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