A canadian replication of Mason Haire's ‘shopping list’ study
George S. Lane Ph.D., Gayne L. Watson M.B.A.
Journal of the Academy of Marketing Science · 1975 · Volume 3 · Issue 1
Abstract
A Canadian replication of Mason Haire's classic 1950 “shopping list” study produced results that differ considerably from those of Haire's study as well as from those obtained in a 1968 U.S. replication by Webster and von Pechmann. While the authors of the 1968 study concluded that the negative bias towards convenience foods that Haire discovered in 1950 has now disappeared in the U.S., one cannot generalize to the same degree about Canadian consumers. As the Canadian study points out the differences in culture and role perceptions between Francophones and Anglophones as well as between Canadians and Americans cast suspicions upon the all-too-frequent practice of assuming that findings from U.S. market studies hold true in Canada as well.
Keywords
Shopping List, Instant Coffee, Prepared Food, Convenience Food, American House
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