TITLE

How Important to Marketing Strategy Is the "Heavy User"?

AUTHOR(S)
Twedt, Dik Warren
PUB. DATE
January 1964
SOURCE
Journal of Marketing;Jan1964, Vol. 28 Issue 1, p71
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article reports on the role of heavy users of products in marketing research. A discussion is presented about methods of conducting marketing research that account for the amount of a given product used by an individual consumer or household. A chart is presented showing purchase concentration in several product categories. The author divides households into three groups: non-users, light half users, and heavy half users. The implications of this research in advertising strategy is mentioned.
ACCESSION #
6740138

 

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