Consumer market beliefs and their managerial implications: an empirical examination

Abstract

Empirically examines important general beliefs consumers have about products and marketing. Shows results from a survey of 458 consumers about the degree of consumer endorsement for 20 key market beliefs. Discusses these results in terms of implications for managers.

Citation

Alpert, F. (1993), "Consumer market beliefs and their managerial implications: an empirical examination", Journal of Consumer Marketing, Vol. 10 No. 2, pp. 56-70. https://doi.org/10.1108/07363769310039120