The relationship of psychological and situational variables to usage of a second-order marketing system
Lynn O’Reilly M.S., Margaret Rucker Ph.D., Rhonda Hughes M.A., Marge Gorang M.A., Susan Hand
Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 3
Abstract
The study of one type of second-order market, personal sales, indicated that various consumer attitudes and merchandising strategies were related to utilization of this market. Similarities and differences between this market and other second-order markets were also noted.
Keywords
Heavy User, Situational Variable, Stepwise Discriminant Analysis, Light User, Personal Sale
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