The extent and nature of pre‐purchase information seeking behaviour is a topic of some importance in a market economy. A knowledge of it is clearly a fundamental requirement for successful marketing planning. Despite the development of a considerable research literature, our knowledge of such...

In recent years business organisations have recognised the great profits potential offered by the demand for status goods and have sought to encourage still higher levels of status seeking among consumers. To this end, many products are designed and promoted either wholly or partly as status...

This article investigates the pre‐planning of consumer purchasing for a low‐involvement product group. Evidence is presented from the field of chocolate confectionery on consumer intentions to purchase two new brands and on their actual reported purchases. Previously a very high level of...

Understanding consumers is of vital importance and commissioning market research is one way of developing that understanding. However, the author argues that quantitative data alone are not sufficient to provide a real understanding of consumers. Qualitative research studies are being...

Manufacturers use communication strategies to inform potential consumers of their product's existence, its main features and benefits, its advantages over competing products, with the aim of persuading them that purchase is a desirable action. This set of promotion objectives is based on models...

Advertising effectiveness depends on good media selection. Media decisions are typically based upon consummatory, or usage, measures. Though perceived usefulness (instrumental media behaviour) is generally ot a consideration, consumers′ perceptions of media types as useful have definite...

As marketing knowledge and market competition increase, so too does the eed for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the...

The objective of this paper is to provide a non‐technical introduction to the science of memetics and to suggest how this new discipline may be applied to the design and development of effective marketing campaigns. The technique is based on a neo‐Darwinian evolutionary model of information...

This research explores the existence of consideration sets as a marketing universal by evaluating consideration set sizes for a shopping good in a cross‐cultural context. Previous studies of marketing universals investigated consumers’ use of product quality signals for shopping goods. This...

Purpose The purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer....