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Purchase involvement methodology and product profiles: the case of cheese products in Greece

Purchase involvement methodology and product profiles: the case of cheese products in Greece The article examines how purchase involvement theory can be used to assist marketing management in making more effective marketing mix decisions. The relationships between product purchase involvement and its antecedents are analysed, using examples from the Greek market for cheese. Mechanisms for measuring purchase involvement are identified. Product profiles are constructed for varieties of cheese and their usefulness as a segmentation tool is discussed. Implications of the results for marketing management and areas for further research are identified. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Purchase involvement methodology and product profiles: the case of cheese products in Greece

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References (17)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070709810242145
Publisher site
See Article on Publisher Site

Abstract

The article examines how purchase involvement theory can be used to assist marketing management in making more effective marketing mix decisions. The relationships between product purchase involvement and its antecedents are analysed, using examples from the Greek market for cheese. Mechanisms for measuring purchase involvement are identified. Product profiles are constructed for varieties of cheese and their usefulness as a segmentation tool is discussed. Implications of the results for marketing management and areas for further research are identified.

Journal

British Food JournalEmerald Publishing

Published: Sep 1, 1998

Keywords: Consumer behaviour; Dairy industry; Greece; Marketing mix

There are no references for this article.