An analysis of experimental buying behavior
Journal of the Academy of Marketing Science · 1978 · Volume 6 · Issue 1
Abstract
Consumer innovators have been studied in depth by marketing analysts; however, these early buyers may not be a homogenous group with respect to purchase patterns. This research indicates that some early buyers are experimenters and that they can be distinguished from adopters of certain procery products in terms of shopping strategies, shopping awareness, and demand for product newness.
Keywords
Market Research, Consumer Research, Brand Loyalty, Category Usage, Innovative Behavior
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