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The application of consumer research to marketing synthetic fibres

Date of publication: September 1, 1970

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Authors: S. J. Dobbie, J. l. Harrison

Abstract:

The 1960's have marked dramatic growth in consumption of fully-synthetic fibres. In 1960 they accounted for only of the consumption of the world's textile industries - by 1969 over 20/0 of fibre used was synthetic, consumption being concentrated in the developed countries. The parallel development of fibre marketing strategies has made a major contribution to this growth in consumption: this paper will discuss some of the techniques which the authors' Company has evolved to meet the unique challenge faced by the producer of branded fibres, and will concentrate on the role of market research, particularly consumer research, in the total fibre marketing operation.

S. J. Dobbie

Author

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J. l. Harrison

Author

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Dobbie and Harrison (1970a, September 01). The application of consumer research to marketing synthetic fibres. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/application-of-conjoint-measurement-to-marketing-problems-and-media-research