Market behavior towards brand choice-multidimensional scaling approach
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 3
Abstract
A two-factor model of market behavior towards brand choice is developed and empirically tested. Even though the study is only exploratory in nature, the results are encouraging in that the model seems to perform satisfactorily in understanding and prediceint the market behavior towards brand choice.
Keywords
Market Research, Soft Drink, Cola, Market Behavior, American Market Association
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