Household Economics and Market Segmentation

Examines the relationship between household economics and market segmentation. Provides a theoretical framework and an empirical analysis. Discusses the differences between household economics and traditional microeconomics. Analyzes factors impacting on household economics including budgets and technological changes. Breaks the theoretical framework down into four key areas of the household function – leisure, care of children, care of the home and shopping related activities – and provides time allocation for each. Uses studies conducted in 1967 in Paris and 1974 in Nimes to identify ten categories relating to household economics: Household work; Child care; Purchase of goods and services; Eating/sleeping; Education & training; Collective activities; Entertainment; Sports; Passive leisure. Attributes time allocation to each section. Concludes that the theory of household economics may be employed as a potential for identifying and evaluating possible segmentation variables.