A method for selecting high payoff marketing strategies for attracting noncustomer product purchasers
E. H. Bonfield Ph.D., John E. Robbins Ph.D.
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 1
Abstract
A method for identifying marketing strategies likely to be useful in changing noncustomer product purchasers to customers is shown. Discriminant analysis was utilized to determine differentiating attributes and principle components factor analysis was utilized to find additional variables highly intercorrelated with diseriminating variables. The results also showed the importance of using research in decision making, since the decision makers in this studt misperceived noncustomers' decision criteria.
Keywords
Importance Rating, Warranty Service, Gravitation Theory, Multiple Discriminant Analysis, Standard Metropolitan Statistical Area
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