This paper is on buying behaviour and that is why it is based on panel data. The ultimate aim is to find buying behaviour scales which are good predictors of future behaviour. This study is a first step towards that goal. Buying behaviour crosses the boundaries of product categories and for this reason the paper is looking at buying behaviour not only at single product level but also at multi product level. Three main marketing factors have been chosen in order to describe and analyse buying behaviour. They are: a. price. b. brand. c. shop. These 3 factors are analysed separately and combined for 16 frequently bought product fields in order to find relevant typologies of buying- behaviour for products and product groups.
Catalogue: Seminar 1971: Below-The-Line Activities
Author: Coen C. J. de Koning
June 15, 1971
Authors: Pieter J. van Turennout, Coen C. J. de Koning
May 1, 1974
- This could also be of interest