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1975 University analysis analysis of variance analyzed Arkansas associated attitude attitudinal attributes bank brand choice brand loyalty buyers characteristics cognitive competitive concept consumer behavior consumer's consumerism correlation cost dealer decision process demographic determine developed differential discriminant Dissertation Advisor effects empirical employed environmental evaluation examined experiment experimental factors findings firms function hypotheses identify impact important independent variables indicated individual industry influence interaction interviews investigate major manufacturers market segment measures methodology Michigan State University multidimensional scaling multiple discriminant analysis perceived risk perceptions Ph.D predict predictors preference procedure product class product recall Professor purchase regression relationship relative response retail salesman sample scale selected shoppers significant differences significantly situation social class specific strategy structure subjects sumer techniques television advertising theory tion University of Arkansas utilized variance