Back

Consumer attitudes toward marketing activities

Date of publication: September 1, 1974

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Company: GfK

Author: Andreas Winkler

Abstract:

The study presented here is an inventory of how the consumer experiences and evaluates modern marketing. Material presently available regarding this question consists mainly of theoretical treatises, hypothesis and, above all, opinion. Consumer feelings about and reactions to the activities of modern marketing have rarely been the topic of empirical research, at least not in the Federal Republic of Germany.

Andreas Winkler

Author

This is a long description of some author details.

  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Winkler, A. (1974a, September 01). Consumer attitudes toward marketing activities. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/consumer-attitudes-toward-marketing-activities