A simulated retail store (pseudo-store) appears to offer promise for analysis of consumer purchasing decisions. The results of a comparative test of portable TV sets indicate that this approach to simulation is feasible for relatively high-priced, infrequently purchased products and appears to be a valid testing procedure for predicting subsequent market acceptance.
Get full access to this article
View all access options for this article.
References
1.
CardozoRichard M., “An Experimental Study of Consumer Effort, Expectation and Satisfaction,”Journal of Marketing Research, 2(August 1965), 244–9.
2.
HarrisDouglas, “Predicting Consumer Reaction to Product Designs,”Journal of Advertising Research, 4(June 1964), 34–7.
3.
MarquardtRaymond, MakensJames, and LarzelereHenry, “Measuring the Utility Added by Branding and Grading,”Journal of Marketing Research, 2(February 1965), 45–50.
4.
PessemierEdgar A., Experimental Methods of Analyzing Demand for Branded Consumer Goods with Applications to Problems in Marketing Strategy, Pullman, Wash.: Washington State University Press, 1963.
5.
SiegelSidney, Nonparametric Statistics for the Behavioral Sciences, New York: McGraw-Hill Book Co. Inc., 1956.
