Trial and repeat buying—The case for separate consideration
Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 3
Abstract
Consumer panel purchase data for several new brands are anllyzed, focusing on macrobehavioral characteristics of two groups: triers and repeat buyers. Theoretical analysis and supporting empirical evidence suggest that the two groups differ markedly in purchasing behavior. Implications for product life cycle theory and marketing practice are discussed.
Keywords
Product Life Cycle, Product Class, Harvard Business School, Gompertz Model, Potential Trier
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