The Retailing of Continental Cheeses: An Assessment of the Marketing Mix at Store Level

Abstract

The literature on in‐store purchasing behaviour is reviewed and it is argued that the importance of the purchasing situation as a strategic factor to induce behaviour change amongst continental cheese users should be reconsidered. Research is reported that shows significant differences in in‐store behaviour between frequent and occasional purchasers. Suggestions are offered for ways in which store managers might modify this behaviour.

Citation

Knox, S. and de Chernatony, L. (1991), "The Retailing of Continental Cheeses: An Assessment of the Marketing Mix at Store Level", British Food Journal, Vol. 93 No. 2, pp. 8-12. https://doi.org/10.1108/00070709110004777