ISSN:
0007-070X
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Agriculture, Forestry, Horticulture, Fishery, Domestic Science, Nutrition
Notes:
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.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/00070709810242145
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