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An investigation of consumers’ decision processes and styles

Leek, Sheena (1998)
Ph.D. thesis, University of Birmingham.

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Abstract

A vast number of new products are launched on to the market every year, 80-90% of which are destined to fail. The aim of the current study was to identify the group of people i.e. market initiators who would be the first to buy a new product. The new product in the current study was polyunsaturated fatty acid (PUFA) fed fish, a healthy food. Previous research has found attitude to determine purchase of food products (Shepherd and Farleigh 1986). Other research has found involvement and cognitive style to interact to predict the purchase of new foods (Foxall and Haskins 1986, 1987, Foxall and Bhate 1993). The current study entailed using a measure of attitude to fish, involvement in healthy eating and cognitive style to ascertain the characteristics of market initiators of PUFA fish purchasers. Attitude to fish significantly influenced PUFA fish, premium price PUFA fish, PUFA salmon, PUFA eel and PUFA sturgeon purchase. Involvement in healthy eating significantly influenced PUFA fish and premium price PUFA fish purchase. Cognitive style as expected did not influence the purchase of PUFA fish or premium price PUFA fish. Cognitive style and involvement did not interact to influence the purchase of any PUFA fish. The information obtained was used to develop a marketing plan.

Type of Work:Ph.D. thesis.
Supervisor(s):Foxall, Gordon R.
School/Faculty:Faculties (to 1997) > Faculty of Commerce and Social Sciences
Department:Research Centre for Consumer Behaviour, Department of Commerce
Keywords:Cognitive style, Kirton Adaptation Inventory
Subjects:HF Commerce
Institution:University of Birmingham
Library Catalogue:Check for printed version of this thesis
ID Code:54
This unpublished thesis/dissertation is copyright of the author and/or third parties. The intellectual property rights of the author or third parties in respect of this work are as defined by The Copyright Designs and Patents Act 1988 or as modified by any successor legislation. Any use made of information contained in this thesis/dissertation must be in accordance with that legislation and must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the permission of the copyright holder.
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