Media Habits of In-Home Buyers
- 1 June 1977
- journal article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 6 (2) , 32-35
- https://doi.org/10.1080/00913367.1977.10672691
Abstract
A random sample of 275 homemakers was utilized in the investigation of media-habits characterizing in-home shoppers. The in-home shopping patterns were used to define three market segments: non-in-home shoppers, speciality in-home shoppers, and general in-home shoppers. Then, media habits were measured by the amount of exposure to 92 different types of media and analyzed. The results suggest directions for allocating media expenditures. The marketing implications are discussed.Keywords
This publication has 4 references indexed in Scilit:
- An Analysis of Catalog Buying BehaviorJournal of Marketing, 1974
- A Profile of Urban In-Home Shoppers: The Other HalfJournal of Marketing, 1972
- Perceived Risk in Mail-Order and Retail Store BuyingJournal of Marketing Research, 1970
- A Profile of Urban In-Home ShoppersJournal of Marketing, 1970