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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Consumer Perceptions of a Product - The Micro-Wave Oven - An Analysis by Selected Socio-Economic Variables - Implications for Marketing Strategy
verfasst von : Algin B. King, Joyce P. King
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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The study examines consumers’ perceptions (both owners and non-owners) of the micro-wave oven as a product in an effort to determine why this product has such a low degree (10% of American households in 1980) of market penetration. An investigation is conducted to determine if there are any significant differences between owners and non-owners based on selected socio-economic variables, i.e., age, sex, marital status, family multiple employment status, number of individuals in household, occupation and family income.