The establishment of day care centres : a marketing plan

Abstract

As a child's first and closest community, the family plays a leading role in his or her development. During the formative years a child usually spends more time with the family than with any other group of people. Daily experience with the family also plays a prominent part in the emotional life of an adult. Family life promotes personal satisfaction and growth, and increases feelings of togetherness. The need for love and affection calls for a satisfactory family life. In the past centuries, the biological fact of maternity shaped the traditional roles of the sexes. Women performed the home-centred functions that related to the bearing and nurturing of children. Men did the work that required greater physical strength. Furthermore, the extended family ensured a font of skills and knowledge on how to bring up children. Over time, however, family size contracted, the community assumed greater responsibility for the care and education of children, packaged foods and household technology reduced the work load in the home, and technology eliminated much of the need for muscular power at the workplace. The industrialisation process, which gathered momentum in Malta over the last three decades, provided a strong impetus behind the break away of women from their traditional domestic role. Many women started venturing out to work on the production line in the newly set up factories.