Repeat buying of a new brand – a 10‐point case history
A.S.C. Ehrenberg
(Royal Statistical Society)
G.J. Goodhardt
(Market Research Society)
392
Abstract
Discusses repeat‐buying in terms of a case history of a non‐durable product. Measures the repeat‐buying behaviour by means of a survey carried out for the Market Analysis and Evaluation Grant, Unilever. Reveals how repeat‐buying of a new brand soon reaches a par with its competitors.
Keywords
Citation
Ehrenberg, A.S.C. and Goodhardt, G.J. (1968), "Repeat buying of a new brand – a 10‐point case history", European Journal of Marketing, Vol. 2 No. 3, pp. 200-205. https://doi.org/10.1108/EUM0000000005253
Publisher
:MCB UP Ltd
Copyright © 1968, MCB UP Limited