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Research papers

Analysing family purchasing for better media planning

Many consumer decisions are based on evaluation processes within families with many persons involved. Up to today, this multi-person character of most decisions concerning durables has not been taken into consideration adequately. In addition to that...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Franz Böcker, Walter Hubel
Company: GfK
October 26, 1987
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Citation

Böcker and Hubel (1987a, October 26). Analysing family purchasing for better media planning. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/analysing-family-purchasing-for-better-media-planning