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Basic qualitative research on strategy & concepts

Date of publication: September 1, 1978

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

Abstract:

This research was conducted to make an in-depth study of consumer attitudes, beliefs and motivations in buying margarine, in order to establish possible strategies for promoting Kraft margarines. As aids, several concepts and new product ideas were provided by FCB. 

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