| Tekijä: | Nedungadi, P. Chattopadhyay, A. Muthukrishnan, A.V. |
| Otsikko: | Category structure, brand recall, and choice |
| Lehti: | International Journal of Research in Marketing
2001 : SEP, VOL. 18:3, p. 191-202 |
| Asiasana: | BRAND CHOICE CONSUMER CHOICE PRODUCTS |
| Kieli: | eng |
| Tiivistelmä: | Most marketing discussions of product-markets and competitive positioning implicitly assume that consumers are aware of product category structures. In the present study, the authors examine this assumption and show how the provision of structure can improve the quality of consumer decisions. |
SCIMA