Correlates of Grocery Product Consumption Rates
Open Access
- 1 May 1967
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 4 (2) , 184-190
- https://doi.org/10.1177/002224376700400210
Abstract
Media strategies aimed at penetrating the heavy half are frequently based on matching socioeconomic and demographic profiles of the media under consideration to those believed representative of the target group. This assumes that socioeconomic and demographic variables are correlated with product consumption. The authors evaluate the validity of this assumption by analyzing the relationship between socioeconomic-demographic variables and consumption for each of 57 grocery products.Keywords
This publication has 2 references indexed in Scilit:
- How Important to Marketing Strategy is the “Heavy User”?Journal of Marketing, 1964
- A COMPLETE SET OF CONSUMER DEMAND RELATIONSHIPSPublished by University of Pennsylvania Press ,1960