Can New Product Buyers be Identified?
Edgar A. Pessemier, Philip C. Burger, Douglas J. Tigert
Journal of Marketing Research · 1967 · Volume 4 · Issue 4
DOI: 10.1177/002224376700400401
Abstract
Insights into the characteristics of buyers and nonbuyers of a new branded detergent are given, which are based on measures obtained before and after the product's introduction.
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