Studying lifestyles is one way the JCPenney Co. gets input on customer expectations and behavior. This is done through its Consumer Feedback program, an extensive study initiated by Penney's Public Issues and Consumer Programs Department.

As a retailer in daily contact with consumers, Penney's is attuned to their interests and needs. Research studies also alert Penney's to consumers' changing attitudes and values. The information is helpful in understanding the consumer who is regarded as more than just a buyer of goods and services, said Mrs. Satenig S. St. Marie, Divisional Vice President and Director of Public Issues and Consumer Programs for Penney's. Penney's customers assume multiple roles in life—they are family members, workers and citizens. These roles combine to shape consumers' lifestyles.

"If we are to understand consumers," said St. Marie, "then we must understand their lifestyles."

To understand consumers' lifestyles, Consumer Feedback ''talked" with consumers as people with particular interests and concerns. For the past two years in two separate studies, Penney's Investigated two segments of the population which they feel have or have the potential to have an important impact on society. The Consumer Feedback '84 program summarized in this issue of Marketing Research Review looks at dual-income families. The Consumer Feedback '85 program which will be reported in the magazine's next issue, analyzes singles.

The Consumer Feedback '84 program studies dual-income families in the U.S., families in which both husband and wife work full-time. Because of the increasing number of married working women (currently 56%), the number of dual-income families is also increasing. This increase is bringing about many changes in family lifestyle, the workplace and the community. Men are more active in household responsibilities, including shopping; child care must be handled; career opportunitie...