An exploratory study of products used for enjoyment and enhancement purposes I. Reasons for choice among brands
Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 1
Abstract
This paper reports a pilot study of Dr. Walter Woods' maintenance-enhancement enjoyment hypothesis, with particular reference to products hypothetically used for enjoyment purposes. This is a product category for which no previous research has been reported. The findings support the general purposeive behavior hypothesis, but raise questions as to whether the classification systems can be broadly applied. The need for research on the basis of narrower market segments is found to be indicated.
Keywords
Exploratory Study, Variety Reason, Extensive Brand, Brand Choice, Carbonate Beverage
Enable JavaScript for citation tools and additional paper interactions.