haku: @author Wansink, B. / yhteensä: 7
viite: 5 / 7
| Tekijä: | Wansink, B. |
| Otsikko: | Can package size accelerate usage volume? (Verbraucherverhalten) |
| Lehti: | Journal of Marketing
1996 : JUL, 60:3, p. 1-14 |
| Asiasana: | |
| Vapaa asiasana: | VERPACKUNG, VERKAUFSFÖRDERUNG |
| Kieli: | eng |
| Tiivistelmä: | Packaging influences usage behavior long after it has influenced purchase. Managers of consumer packaged goods have , therefore, questioned whether a package's size influences usage volume. Laboratory studies and a final study in a Laundromat identify circumstances in which larger packages sizes encourage greater use than do smaller package sizes. Unit cost is a key factor mediating this relationship. The author concludes by identifying other important but overlooked factors that increase usage volume and provide research opportunities. |
SCIMA