Journal of Consumer Marketing: Volume 11 Issue 4

In Pursuit of the Nomadic Viewer

Carol Felker Kaufman, Paul M. Lane

Points out that numerous studies have attempted to understand thebehavior of television viewers. Gone are the days when the entire familygathered around the television, paying…

Private Brands: Major Brand Perspective

Shiva Nandan, Roger Dickinson

Describes the problems that major brand suppliers face in the context ofthe growing attractiveness of private brands to the retailer and theconsumer. Discusses the factors…

A Convenience‐oriented Approach to Country Segmentation: Implications for Global Marketing Strategies

Mushtaq Luqmani, Ugur Yavas, Zahir A. Quraeshi

Suggests that traditional approaches to the segmentation ofinternational markets cluster countries according to discreteenvironmental macro factors. Instead, international markets…

Female‐headed Single Parent Families: Comparisons with Dual Parent Households on Restaurant and Convenience Food Usage

Roshan D. Ahuja, Mary Walker

The proportion of traditional family households with two parents hasbeen steadily declining, in large part due to an increase in thefemale‐headed single parent family – the…

Sensitive Groups and Social Issues: Are You Marketing Correct?

Bart Macchiette, Abhijit Roy

Marketers have become increasingly culpable for their role in societalproblems which affect a myriad of sensitive groups. The publicityengendered from this relationship has…