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.
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
MCB UP Ltd
Copyright © 1991, MCB UP Limited