RT Journal Article
SR Electronic
T1 Are You Blinded by the Heavy (Buyer)…
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 561
OP 563
DO 10.2501/JAR-51-4-561-563
VO 51
IS 4
A1 Jenni Romaniuk
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/4/561.abstract
AB Light buyers usually are outshone by the seductive lure of the heavy buyer. Yet, when we look at the customer base of packaged goods brands, light buyers typically form the majority of the customers a brand has, acquires, and loses. this means we need to understand this segment, but how well equipped is marketing research to respond to this mandate?