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- Title
Market Learning of New Residents.
- Authors
Andreasen, Alan R.; Durkson, Peter G.
- Abstract
This cross-sectional study explores brand awareness and brand purchasing patterns for housewives at three points of residence in a new community. While the overall pattern of market learning shows movement toward community norms, substantial variation in the rate and kinds of learning was found among and within product categories.
- Subjects
BRANDING (Marketing); SHOPPING; HOUSEWIVES as consumers; MARKETING research; SOCIAL norms; CONSUMER education; CONSUMER preferences research; COMMERCIAL product marketing; BRAND image; BRAND choice
- Publication
Journal of Marketing Research (JMR), 1968, Vol 5, Issue 2, p166
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150024