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

Twedt, Dik Warren
January 1964
Journal of Marketing;Jan1964, Vol. 28 Issue 1, p71
Academic Journal
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.


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