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- Title
How Important to Marketing Strategy Is the "Heavy User"?
- Authors
Twedt, Dik Warren
- Abstract
The article reports on the role of heavy users of products in marketing research. A discussion is presented about methods of conducting marketing research that account for the amount of a given product used by an individual consumer or household. A chart is presented showing purchase concentration in several product categories. The author divides households into three groups: non-users, light half users, and heavy half users. The implications of this research in advertising strategy is mentioned.
- Subjects
MARKETING research; MARKET segmentation; HOUSEHOLDS; MANUFACTURED products; REGRESSION analysis; CONSUMER research; CONSUMER behavior; ADVERTISING campaigns; COMMERCIAL product marketing; HOME economics; MARKET surveys; HOUSEHOLD surveys
- Publication
Journal of Marketing, 1964, Vol 28, Issue 1, p71
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1249232