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 opportunities for women re-entering the workforce must be addressed. As a result community organizations face new challenges.

In addition, dual-income families usually fall into two categories, time sensitive or price sensitive. Time-sensitive consumers have little time to shop. for example, so they need to get in and out of a store quickly. Price-sensitive consumers will take the time to shop around so as to find the best buy. Thus, people who work with consumers must realize this distinction in order to accommodate consumers' needs.

Consumer Feedback '84 identifies issues that have an impact on dual-income family lifestyles and shopping behaviors so that Penney's will be better able to meet the needs of these families as consumers and employees.

The findings of both Consumer Feedback programs were primarily created for Penney's internal departments. The dual-income study was presented to Penney's operating department and Board of Directors and both studies to the National Retail Merchants Assn. But the studies have importance for other persons as well, said St. Marie.

"The purpose of this study is to help retailers and others interested in consumers to understand how lifestyle influences consumer behavior."

Target Group

The full-time working, married couples in the dual-income study are between 25-55 years of age and have a combined annual income of between $25,000-50,000. Recent statistics show that there are approximately 7,000,000 couples in the U.S. in this age and income bracket. The dual-income families are further divided into three subgroups which are based on the ages of the married couples and the number of children they have. The three subgroups are: couples 25-39 years old with no children; couples 25-39 years old with at least one child aged 12 or under living at home; and couples 40-55 years old with at least one child 13-21 living at home. The study involves comments and insights by members of each of the three subgroups on the following eight broad subject categories: 1. Lifestyles and Priorities, 2. Attitudes Toward Work, 3. Attitudes Toward Children, 4. Shared Home Responsibilities, 5. Financial Priorities and Savings, 6. Consumer Behavior, 7. Community Involvement and 8. Life Satisfaction.

There are no statistics on how many families are in each of these three categories. The Bureau of the Census data, however, state that 55% of employed wives have one or more minor children living at home. The importance of subgroups became clear as the study progressed because dual-income family behaviors and priorities differ significantly depending on their phase in the family cycle.

Focus Groups

Twelve focus group sessions were used to gather information for this study. The sessions were conducted in Dallas, Seattle, Detroit, Atlanta, St. Louis and Milford, Conn. The groups consisted of 8-10 people, with a fairly equal number of men and women. Only one member of each dual-income family was present during a session. The participants for the group sessions had lived in the recruiting area for five years or longer, did not know one another, had not participated in a group session during the past year and were not connected in any way with Penney's or any other major retailer.

Statistically this study is a small sample. It represents the attitudes and behaviors of approximately 120 families from across the U.S. The intention of the study is therefore to only touch on issues that are important to these families. These issues should not be considered a conclusive report but as a starting point in understanding dual? income family lifestyles.

Dual-income families with no children

The individuals in this group are primarily professionals and managers. Occupations include teachers, nurses, lawyers, social workers and engineers. A few of the spouses are in clerical or trade occupations. Family income ranges are $25,000-50,000 but the majority have incomes of $40,000-50,000.

1. Lifestyle and Priorities:

Dual-income families with no children lead busy, physically active and upwardly striving lives. Their lives are busy by choice. They do things together but also alone. Work and their spousal relationships are top priorities.

"You have to be careful to balance your personal and professional lives, not spending too much time on either, " said one participant.

2. Attitudes Toward Work:

Most of the women and all of the men derive personnel satisfaction from work and are building careers.

3. Attitudes Toward Children:

Most of the couples are still struggling with the question of whether or when to have children.

4. Shared Home Responsibilities:

There is an acceptance and shared practice of homemaking.

5. Financial Priorities and Savings:

They spend primarily on material goods and self?gratification, e.g., clothing, travel and entertainment. Most savings are targeted for short term goals. According to one respondent:

"We set so much aside every month for these goals she has set down. We do certain rooms in the house. Plus, we have been planning trips every summer. "

6. Consumer Behavior:

Some of these consumers shop in a hurry. Others use shopping as a leisure time activity. Many of them are looking for "the best'' but they all want to get a good buy. "

7. Community Involvement:

They have little or no involvement in community activities. One group member commented:

"With working all the time, both 40 hours or more a week, you just cannot do everything ..."

8. Life Satisfaction:

They are satisfied for the present but maintain their aspirations. Said one respondent:

"I am satisfied with what I am doing right now, I am very ambitious and want to get more out of life."

Dual-income families with young children

About one-third of the persons in this group are professionals such as teachers, nurses, engineers or managers. One-third are in clerical positions and the rest in service jobs or sales. As stated earlier, all have at least one child at home 12 years old or under, but most of the children are elementary age. About one-third have pre-school age children. Many families have one or two children but several have three, four or five. Combined family income ranges between $25,000-50,000 but most of the families have incomes between $32,000-39,000.

1. Lifestyle and Priorities:

The lives of dual-income families with young children are hectic and rushed and they feel pressured by the demands of employed work, home?related activities and the needs of their children. For women, children are the number one priority. For men, work is important but the family rates high.

2. Attitudes Toward Work:

Economic necessity forces the majority of women to work to provide additional income.

"It's gotten to the point where young couples have to work. Years ago the woman had a choice. She stayed home if she wanted to. Now you don't have that choice, " said one group member.

3. Attitudes Toward Children:

Their children dictate and dominate their lifestyles. According to one participant:

"I have four children, two in high school, two in grammar school... I work a regular job 8:30 a.m. to 4:30 p.m. and then I'm chauffeuring somebody here and there, and when I come home I've got to cook supper and then get this one off to religious school and that one off somewhere else.''

4. Shared Home Responsibilities:

There is a sharing of homemaking tasks, but primary responsibility for home and children remains with the women.

5. Financial Priorities and Savings:

Their main financial objectives is to minimize debt. They spend for necessities and for maintaining their homes. They have little savings. Commented one respondent:

"We have forced savings through my husband's work. But each time as our utilities and everything gets higher, it doesn't always come out that you are able to pay for everything that you've got. "

6. Consumer Behavior:

This group of consumers has little time to shop.

They want to "get in and get out" of the store quickly. Since money is tight for them, price is a strong factor in where they shop and what they buy.

7. Community Involvement:

They become involved in community issues only if there is a major threat to family or finances.

8. Life Satisfaction:

There are feelings of frustration primarily due to the pressure of time and finances. It is difficult to make the tradeoffs between work and family responsibilities.

"You cannot spend time together. I would like to spend more time together as a family, but it's just not possible," said one participant.

Dual-income families with older children

About one-quarter of the people in this group are managers or professionals and one-quarter clerical positions. About one-fifth are in crafts or trades or service jobs. The remainder are in sales.

All of the families in this group have at least one child at home who is 13 or older. The children are about equally divided between early teens and late teens and about one-fourth of the families also have children in their 20s. Most of the families have one, two or three children. Though family income ranges between $25,000-50,000, most of the families have incomes between $32,000-$39,000.

1. Lifestyle and Priorities:

Dual-income families with older children lead busy but manageable lives. Each family member pursues his/her own schedule. For many men and women, individual time is a high priority. Family relations are also important. Said one female participant:

"My values have changed. I realized that spending quality time with my husband and my children was more important."

2. Attitudes Toward Work:

Men have accepted the dollar realities of their own careers/jobs and have a positive attitude toward their wives' working. Women work for economic reasons but career/job is taking on more personal importance. According to one male respondent of his wife:

"She is more attuned, informed about day-to-day business. Her day is not just made up of doing laundry, making sure supper is on the table and the kids are at school."

3. Attitudes Toward Children:

Parents are adjusting to the changing needs of their children as they go through the teenage years and become young adults.

4. Shared Home Responsibilities:

Men whose wives have recently gone back to work are making a concerted effort to share in some of the household responsibilities. Older children are helping out and becoming more self-sufficient.

"When I come home, we share in some of the work. All the kids have duties to do so they have to get them done," said one group member.

5. Financial Priorities and Savings:

They are content with a moderate but comfortable standard of living. College expenses are the major financial concern and retirement is second. Most savings are for retirement. Commented one respondent:

"Fifteen years ago my idea of contributing to this savings plan was to send my children to college. Now, I'm doing it for retirement."

6. Consumer Behavior:

The people in this group are conservative and informed shoppers. They want proven quality and durability. Some are struggling with their teenage children who have different consumer values.

7. Community Involvement:

They are somewhat involved in community issues, especially when these issues affect family and home.

8. Life Satisfaction:

Men are basically content; their careers have peaked and their attention is more directed to family/self. Women feel good working, but still feel the pressure of home/ family demands. Said one female participant:

"Working gives me an identity of my own, other than mother, wife and family."