Mother-Daughter Conflict in the Perception of Brands and Mass Media as they Relate to Store Selection

Abstract

Mother-daughter conflict or congruence in brand and mass media perception could be very important for retail and marketing decision makers. The presence of conflict would indicate the need to advertise directly to daughters as opposed to the mothers. This exploratory study indicates the presence of highly significant level of congruence regarding brands. Mass media preferences however illustrate significant conflict. Thus, there is justification to advertise directly to daughters.