Priority Patterns and Consumer Behavior
Open Access
- 1 October 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 33 (4) , 50-55
- https://doi.org/10.1177/002224296903300409
Abstract
Products acquired by consumers over life-cycle periods can be grouped into clusters in accordance with set criteria. This article shows how marketing strategy can be made more effective by adopting a cluster approach to product sets. A technique is outlined for defining the characteristic sets of consumer durables and the consumer priority patterns related to their acquisition.Keywords
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