At an early stage in the new product development process, marketers often evaluate several concept statements in terms of customer preferences to choose the best concept for further development. Purchase intention scale is often used to measure consumer preferences at this stage when the product...

The marketer’s principal objective is typically to build a relationship with buyers, rather than merely to make a single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. Outlines six strategies for building that relationship: linking...

There is research evidence that suggests that perceptions of price unfairness give rise to consumer resistance to prices and result in decreased profit to the firm. However, it is as yet unclear what factors influence perceptions of unfairness. Answers the question, “What is fair?” by...

Empirically investigates predicted consumption pattern differences and the importance of brand name, related to specific product categories, between two distinct cultural groups – Hispanics and Anglos. The authors predicted that, due to differences in values and lifestyles of the two groups,...

Research in marketing indicates that consumers may be sensitive to the final digits of prices. For example, despite being substantively equivalent, a price such as $199 may create more favorable price perceptions than $200. However, existing research has primarily focused on the effects of price...

Explores the concept of consumer confusion; what causes it, how consumers react to it and how marketers can influence it. The focus proposed differs from previous work by integrating the notions of stimulus overload and stimulus similarity as well as acknowledging conscious and unconscious...

Examines the perceptions and preferences of fragrances by females. The sample was taken from nine cities across three continents. Of the two major fragrance concepts examined, unisex fragrances have been introduced, with only about half the respondents in the nine cities (six countries) surveyed...

This study concerns consumer responses to new product offerings in the category of high‐tech audio equipment. For the purposes of the study, consumers were categorised as high‐innovators or non‐innovators. The general objective of the research was to determine how differing groups of...

There has been a general increase in the use of promotions within UK multiple grocers over recent years, during which the spirits category has grown in both volume and monetary terms. The results from an econometric analysis of weekly cross‐sectional store data and cluster analysis of consumer...

Explains how little attention has traditionally been given to the stage of Problem Recognition, one of the five stages of the decision process evaluated by John Dewey, finding this lack of information even more ironic when it is remembered that a purchase will not occur unless a problem has been...