Dictionary of Marketing Terms: DINKS (dual income, no kids)
DINKS (dual income, no kids)
market segment consisting of twoincome couples without children. DINKS are considered a relatively affluent group with a greater percentage of discretionary income than other segments. DINKS are often targeted for luxury item promotions including vacation travel, luxury cars, gourmet foods, electronics, and personal services. In many cases, DINKS will migrate to other market segments, such as couples with children, within a few years. Some marketers are focusing their attention on gay couples who are a more long-term and less-promoted component of the DINKS segment. Philip Kotler of Northwestern University proposes dividing the DINKS segment into upper class (U-DINKS) and lower class (L-DINKS).
