Analyses the breakfast cereal market as a basis on which to conduct a study of risk in new product development. Argues that the main alternatives for increased consumer demand, namely, product development, converting non‐users and encouraging existing users to use more, have associated risks...

Intense competition, tougher food legislation, increasing customer expectations, large numbers of new products and recent food scares have all contributed to highlight the importance of handling customer complaints. Describes the advantages for companies in the areas of legal proceedings, brand...

Since consumers are being provided with ever‐increasing amounts of information, there is an increasing need to study the way in which they handle purchasing information. Investigates the effect of buy‐frequency on one theory of consumer decision making: Perceived Risk Theory. Survey data...

For segmentation purposes, demographic variables are cheap and easy to measure, while psychographic variables are harder to measure, but can provide a more accurate insight into consumer psychology. The use of astrology, potentially, allows us to combine the measurement of demographics, with the...