search query: @indexterm Product preference / total: 78
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| Author: | Nijssen, E. J. |
| Title: | Success factors of line extensions of fast-moving consumer goods. |
| Journal: | European Journal of Marketing
1999 : VOL. 33:5-6, p. 450-467 |
| Index terms: | Consumer behaviour Marketing models Product preference Brands Marketing strategy |
| Language: | eng |
| Abstract: | The author investigates three market-related factors' impact on line extension success: the level of competition in market place, retailer power, and consumers' variety seeking behavior. Data were collected from 49 marketing and product managers in the fastmoving consumer goods industry. |
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