search query: @indexterm BRAND CHOICE / total: 192
reference: 149 / 192
| Author: | Handelsman, M. |
| Title: | Varied purchase behaviour as a result of purchase history and perceived brand similarity. |
| Journal: | Journal of the Market Research Society
1987 : JUL, VOL. 29:3, p. 293-315 |
| Index terms: | MARKET RESEARCH CONSUMER BEHAVIOUR MOTIVATION RESEARCH PRODUCT PREFERENCE BRAND CHOICE |
| Language: | eng |
| Abstract: | A new measure of purchase behavior is proposed. The general problem of behavior measurement is outlined. The previous work on the topic is described. The methodology of psychological and marketing research is compared. A new measure of varied behavior is elaborated, the proposed measurement index is described. The methodology is tested by a research project. The results of the different validity tests are summarized. Limitations and application possibilities are listed. Conclusions are drawn and suggestions are presented for future research. The importance of a better understanding of varied buying behavior is stressed. |
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