This cross-sectional study explores brand awareness and brand purchasing patterns for housewives at three points of residence in a new community. While the overall pattern of market learning shows movement toward community norms, substantial variation in the rate and kinds of learning was found among and within product categories.
Get full access to this article
View all access options for this article.
References
1.
American Petroleum Institute, Petroleum Facts and Figures, 1961, 140–1.
2.
AlanR. Andreasen, “Attitudes and Customer Behavior: A Decision Model,” in PrestonLee E., ed., New Research in Marketing, Berkeley: University of California, Institute for Business and Economic Research, 1965, 1–16.
3.
AlanR. Andreasen, Geographic Mobility and Market Learning: Interim Report of a Pilot Study, Unpublished monograph, Philadelphia: Marketing Science Institute, February 1965.
4.
AlanR. Andreasen, “Geographic Mobility and Market Segmentation,”Journal of Marketing Research, 3 (November 1966), 1–7.
5.
LeeG. Burchinall, and BauderWard W., “Adjustments to the New Institutional Environment,”Family Mobility in Our Dynamic Society, Ames, Iowa: Iowa State University Press, 1965.
6.
“Cities Service Hangs New Shingle: New Brand Name Citgo,”Business Week, 1862 (May 8, 1965), 72.
7.
RonaldA. Frank, “Brand Choice as a Probability Process,”Journal of Business, 35 (January 1962), 43–56.
8.
JohnA. Howard, Marketing: Executive and Buyer Behavior, New York: Columbia University Press, 1963.
9.
JohnA. Howard, Marketing Management: Analysis and Planning, revised, Homewood, Ill.: Richard D. Irwin, Inc., 1963.
10.
AlfredA. Keuhn, “Consumer Brand Choice as a Learning Process,”Journal of Advertising Research, 2 (December 1962), 10–7.
ThomasJ. Semon, “Sampling in Marketing Research,”Journal of Marketing, 23 (January 1959), 263–73.
13.
SiegelSidney, Non-Parametric Statistics for the Behavioral Sciences, New York: McGraw-Hill Co., 1956.
14.
GregoryP. Stone, “City Shoppers and Urban Identification: Observations on the Social Psychology of City Life,”American Journal of Sociology, 60 (July 1954), 36–45.
