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- Title
THE RELATIONSHIPS BETWEEN PREFERENCE AND PURCHASE OF BRANDS.
- Authors
Banks, Seymour
- Abstract
The article reports on the difference between consumers' preferences and purchasing behaviors. The author focuses on analyzing the results of a study investigating the brand choices of 465 housewives shopping for 7 classes of household products. The results suggest that consumer preference is a good indicator of eventual purchasing behavior. Consumers' preference rates for commercial products were related to brand choice and product purchase through a linear discriminant function. It is suggested that marketing personnel use related data to improve their advertising campaigns for certain products. The research methodology is also discussed.
- Subjects
CONSUMER preferences; HOUSEWIVES as consumers; BRAND choice; BRANDING (Marketing); CONSUMER behavior; MARKETING research; PURCHASING; MATHEMATICAL models of decision making; COMMERCIAL product marketing; ADVERTISING campaigns
- Publication
Journal of Marketing, 1950, Vol 15, Issue 2, p145
- ISSN
0022-2429
- Publication type
Book Review
- DOI
10.2307/1247660