Multivariate Analysis of Differences in Buyer Decision Time
Open Access
- 1 May 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 8 (2) , 192-198
- https://doi.org/10.1177/002224377100800206
Abstract
New data on the duration of the purchase decision process for cars and major household appliances are analyzed using two multivariate techniques (AID and MCA) in combination. The results emphasize the importance and complexity of interactions among variables and highlight the effects of previous experience in buying and using the product.Keywords
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