PT  - JOURNAL ARTICLE
AU  - Jenni Romaniuk
TI  - Are You Blinded by the Heavy (Buyer)…
AID  - 10.2501/JAR-51-4-561-563
DP  - 2011 Dec 01
TA  - Journal of Advertising Research
PG  - 561--563
VI  - 51
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/51/4/561.short
4100  - http://www.journalofadvertisingresearch.com/content/51/4/561.full
SO  - J Advert Res2011 Dec 01; 51
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?